Saving threatened habitats worldwide

'Emeralds for Elephants' pop up collection to launch in Selfridges Wonder Room

23 April, 2010 - 16:09 -- World Land Trust

The World Land Trust and ethical emerald mining company Gemfields have collaborated with eight world-class jewellery designers to create a unique 'pop up' collection of bespoke emerald jewellery. The aim of the collection is to create awareness of the plight of the Asian elephant and to bring attention to the World Land Trust's 'Indian Elephant Corridor' project which is raising funds to save elephants in India. The collection will 'pop up' around the Emerald Queen, a life size fiberglass elephant designed by Sabine Roemer using Gemfields Zambian emeralds which will form part of the London Elephant Parade from May to July 2010.

As India's farmlands and cities expand the Asian elephant is experiencing large scale habitat loss. India is home to 60% of the remaining Asian elephant populations, making their survival in India critical to the survival of the whole species. It is for this very reason that the World Land Trust has identified vital corridors as a fast-action bid to protect the elephants that are left. The World Land Trust is now working hard to safeguard traditional migration routes for elephants so that they can move safely between National Parks and other protected forests.

Eight leading designers were hand picked from around the world to create one-of-a-kind jewellery incorporating a Gemfields' Zambian emerald as the centerpiece. Gemfields focus is on ethically produced Zambian emeralds that follow best practice, fair-trade, environmental, social and safety practices. Gemfields' unique mine-to-market capability guarantees the provenance of every gem through a full disclosure and certification programme. The deep green of these gems and the ethical nature of their mining, and route to market, form a perfect fit with the World Land Trust's goals and objectives.

Each designer has created a unique piece inspired by the elephants themselves and the corridors that are home to an abundant biodiversity flora and fauna. The jewellers themselves are just as diverse in their style and designs, with cutting edge jeweler Shaun Leane, high society jeweller Theo Fennell and the new talented designer on the block, Dominic Jones, all stemming from the UK. Other world-class names joining the UK contingent include the unique Sevan Bicakci from Turkey, Alessio Boschi for Autore the innovative south sea pearl company from Australia, the renowned court jewellers to the Moghul emperors, Gem Palace from India, high-end titanium expert, Francis Mertens from Belgium and JW Currens who has an award winning workshop in the US.

The collection will be showcased in Selfridges Wonder Room for the month of May. In mid June Sotheby's will auction the collection at an exclusive auction event with a percentage of profits from each jewel going towards the World Land Trust's 'Indian Elephant Corridor' project.

The World Land Trust Patrons, Sir David Attenborough OM CH FRS and David Gower OBE, are in full support of the project. Other World Land Trust supporters include Will Self, Stephen Fry, Mark Carwardine, Tony Hawks, Thandie Newton and Indian cricket sensation, Yuvraj Singh.

For more information please contact Emma Becket from the World Land Trust at or Anna Haber from Gemfields at or at +44 (0)20 7518 3400.

For more information on World Land Trust please visit

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