Greenland Ruby launches 'phygital' fundraising campaign with Reena Ahluwalia

By

Isabelle Crossley

Published
May 30, 2022

Gemstone miner Greenland Ruby has collaborated with jewellery designer and artist Reena Ahluwalia to launch a ‘phygital’ fundraising campaign for the Pink Polar Bear Foundation.

To celebrate Greenland Ruby’s fifth anniversary, the business has launched a new campaign ‘Rubies from Greenland - Fire Under Ice’ with the aim of blending technology with the beauty of nature, the Gem and Jewellery Export Promotion Council announced on its website. The campaign is a fundraiser for the business’ corporate social responsibility arm and blends an auction of Ahluwalia’s original gemstone artwork with NFTs. 

“At its heart, my painting conveys the beauty of our natural world,” said Ahluwalia, the GJEPC reported. “I hope my artwork and NFT will remind donors of the significant contribution they made and keep inspiring everyone to protect and nurture our environment and inhabitants. This project is meaningful; I am honoured and thankful to the Pink Polar Bear Foundation and Greenland Ruby for this valuable opportunity to fundraise.”

The auction has 500 $150 tickets available and all of the funds raised will go towards the Pink Polar Bear Foundation. Each donor will receive a NFT of Ahluwalia’s artwork and will also be entered into a draw to win Ahluwalia’s original artwork titled ‘Fire Under Ice’. 

“As part of our anniversary celebration, we’re thrilled to be able to make such a grand contribution to the Pink Polar Bear Foundation with a campaign both original and innovative,” said Greenland Ruby’s chief commercial officer Hayley Henning. “The original artwork on canvas, with 500 digital art NFTs is a spectacular contribution from Reena and we thank her for her incredible talent and generosity in making a tangible impact.”