GEMSWORLD | 35 | 2023 精辟洞见 The miner intends to launch its own fine jewellery collection featuring Greenlandic gems. This will be carefully curated to not compete with its customers’ products. It will participate in more trade shows and events and hold the IHEARTYOU jewellery design contest to encourage the use of its calibrated heart-shaped cabochons as jewellery centrepieces. The modern consumer Sustainability and digitalisation are critical components of Greenland Ruby’s business strategies. According to Henning, the new consumer has become increasingly inquisitive, wanting to know about the origins of goods and how these are produced. As such, the company is conscientiously incorporating sustainability elements to its gemstone narrative. “The story conjures up imagery, especially for an origin as exotic as Greenland,” she revealed. “We talk about the vast pristine environment where our gems are mined and how these have been buried under ice and snow for three billion years. It is a beautiful story.” Moreover, all Greenland Ruby gems are tracked and traced from mine to market and come with a Certificate of Origin or Card of Authenticity that is approved by the Government of Greenland. The miner also continuously updates RubyCloud™, a B2B digital showroom where registered customers can access its massive online inventory, with 3D videos and high-resolution, true-to-colour imagery. Developed during Covid-19, RubyCloud™ houses more than 3,000 gems and targets designers, retailers and brands. It has amassed over 300 customers since its launch in 2021. Era of pink and red gems Greenland Ruby is bolstering demand for its pink sapphires with a dedicated campaign this year. According to Henning, the miner's extensive range of cabochons in calibrated sizes is perfect for companies seeking lower price points. “Pink is the new white. It has been heavily trending in the US, so it is a perfect time to focus on pink gems,” she noted. Interest in Greenland Ruby’s hot pink and ruby cabochons is growing in its main market, the US, which already enjoys its ruby beads. Facetted hot pink gems and red cabochon rubies, meanwhile, are favoured in Europe alongside opaque blue gems. Asia, for its part, is partial to darker, deep reds in all cuts and lighter shades of pink sapphires, both facetted and cabochon. The company is also increasing its production of diamond-cut gems to accommodate demand and interest in stones sized 0.9mm to 3mm. 宝石开采商Greenland Ruby的红宝石和刚玉矿自 2017年5月投产以来，已取得閃亮的佳绩，当中包 括于2019年加入责任珠宝业委员会(RJC)，成为 该会中首家彩色宝石开采商；在疫情期间建立虚拟展厅；以 红宝石NFT闯进元宇宙；还有与行业持份者合作，推广格陵 兰宝石的懾人魅力。 Greenland Ruby的首席商务官Hayley Henning透露，市场 开拓、产品创新、可持续性及数字化是品牌的主要增长战略。 战略目标 Greenland Ruby正加强品牌在宝石和珠宝主要市场的影 响力。Henning表示：“我们为品牌在全球的发展感到振奋。 在2023年，我们将重点發展美国与亚洲市场，特别是日本和 中国，这两个市场的买家对红色宝石情有独钟。” 同时，该公司相信，其颜色选择丰富的产品是成功的关 键，不论是深红色的红宝石或是浅冰粉红色的刚玉均有提 供，为买家带来适合任何商业模式的选择，包括标准尺寸的 弧面切割宝石、自订尺寸的刻面宝石、珠子、球形和钻石切 割的宝石一应俱全。 据Henning称，红宝石珠子和钻石切割的宝石是品牌中 最受欢迎的两种产品。“我们各款标准尺寸的产品供应稳 定，非常适合希望持续发展一系列红宝石或粉红刚玉商品 的生产商。”她补充道。 该品牌亦打算以格陵兰宝石推出自家的高级珠宝系列。 不过，这构思会谨慎策划，以免与客户的产品造成竞争。 Greenland Ruby将会参加更多贸易展览会和活动，并举 办IHEARTYOU珠宝设计比赛，鼓励行业采用品牌的标准尺 寸弧面切割心形宝石为珠宝的主石。 现代消费者 可持续性和数字化是Greenland Ruby的业务战略的重要 一环。据Henning说，新一代的消费者变得越来越好奇，希望 知道商品的来源及其生产方式。因此，品牌把可持续发展元 素融入宝石的叙事之中。“这些故事会引发许多联想，尤其 是像格陵兰这种充满异国情调的地方，”她透露。“我们述说 开采宝石的环境是多么广阔原始，而这些珍贵的宝石在冰 雪下埋藏了30亿年之久，是一个很美丽的故事。” 此外，所有Greenland Ruby的宝石都能由矿场追踪至市 场，并附有格陵兰政府颁发的原产地证书或验证卡。 Greenland Ruby亦不断更新B2B数字展厅RubyCloud™， 注册客户可以浏览展厅庞大的在线库存，辅以3D视频和贴 近实物颜色的高分辨率图像。 RubyCloud™于新冠疫情期间开发，现有超过3,000颗 宝石，供设计师、零售商和各品牌参观和选购。数字展厅自 2021年推出以来，已经积累了300多名客户。 粉红色和红色宝石的时代 今年，Greenland Ruby通过精彩的特备活动来刺激市场 对粉红刚玉的需求。Henning说，公司的标准尺寸弧面切割 宝石种类繁多，非常适合寻找价格较低廉的公司。 “粉红色是潮流新宠，它在美国非常流行，所以现正是 推广粉红色宝石的绝佳时机。”她表示。 Greenland Ruby的主要市场美国，本来已对品牌的红宝 石珠子青睐有加，如今对弧面切割红宝石及亮粉红色宝石 的兴趣也持續增长。而在欧洲方面，刻面的亮粉红色宝石、 红色的弧面切割红宝石，以及不透明的蓝色宝石同样大受 欢迎。至于亚洲顾客则特别偏爱各类型切割的深红色宝石 和色调较浅、刻面或弧面切割的粉红刚玉。 Greenland Ruby亦正在增加钻石切割宝石的产量，以满 足市场对0.9至3毫米宝石的需求。
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