From Earth to Brilliance is gemstone house Veerasak’s story of rubies

Gemfields is delighted to have collaborated with Veerasak on this film trilogy. Founded in Bangkok in 1982 by Veerasak Trirotanan, Veerasak has evolved from humble beginnings to become a globally recognised authority on rubies. From Earth to Brilliance: The Veerasak Story is a testament to this journey, and to the magnetic allure of rubies, whose powerful red hue ignited a fire in the soul of young Veersak. He and his wife grew the business, guided by their shared ideal of “making the beauty of rubies accessible to all”.

Rubies have long been associated with passion, prosperity, protection and the “lucky” colour red. They were formed deep within the Earth over 500 million years ago, in a process involving rare and extreme conditions. These crimson treasures are true geological wonders, with no two ever the same.

In the opening film, viewers are taken on a mesmerising journey into ruby’s origins and the extraordinary mixture of natural elements involved in their making. Understanding these geological processes requires years of experience and an ability to “listen to the gemstone” and know when to follow its natural lead. This film highlights why each ruby represents a singular moment in Earth’s history, making each one unique and irreplaceable.

“Unlike most things on Earth, a ruby doesn’t age. Its colour and its glow don’t fade with time”

The second film explores how master cutters transform the rough gemstone, to reveal the brilliance hidden beneath a ruby’s exterior. Profound skill is required to balance preservation with perfection: a delicate dance between the craftsperson and the gem, patience and experience guiding each cut until the ruby’s inner fire blazes forth. Some rubies are perfectly formed by nature, losing minimal material; others require careful sacrifice to achieve the ideal proportions.

The third film ties it all together, emphasising just how complex a ruby’s journey is, and how significant, given the intergenerational value of these rare gems. For fine jewellery enthusiasts and collectors, this film series offers an unprecedented insight. Veerasak is perfectly placed to provide this, having, over four decades, transformed the ruby-sourcing experience for clients worldwide, turning a process that once took years into a refined and inspiring one.

Veerasak’s extensive collection of gemstones is certified by the Responsible Jewellery Council (RJC), ensuring full transparency and a strong commitment to responsible sourcing. At the heart of its distinguished creations are Gemfields’ Mozambican rubies, renowned for their vivid hues and exceptional brilliance. Choosing a ruby is more than a purchase: it is a commitment to being a custodian of the Earth’s ancient beauty and generations of human artistry.