Gemstone miner Greenland Ruby is celebrating its 5th year anniversary with the launch of ‘Rubies from Greenland - Fire Under Ice’ campaign in collaboration with jewellery designer and artist Reena Ahluwalia. The fundraiser is a 'phygital' one, a first of its kind from the gem and jewellery world. Created with the goal of raising funds for the Pink Polar Bear Foundation, Greenland Ruby’s CSR arm, each $150 ticket gives participants the chance to win the ‘Fire Under Ice’ original artwork on canvas by Reena, valued at $10,000. With only 500 tickets available, each donor will also be gifted a limited-edition animated NFT of Reena’s masterpiece.

Inspired by the 3-billion-year journey of the Greenlandic gems, ‘Fire Under Ice’ original artwork and the limited-edition NFT bring together technology, innovation and the beauty of nature. In keeping with Greenland Ruby’s mine-to-market initiative, the ‘Fire Under Ice’ NFT is immortalised on blockchain technology. Reena Ahluwalia says, “At its heart, my painting conveys the beauty of our natural world. 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.”

Greenland Ruby Chief Commercial Officer Hayley Henning said, “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. 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.”

The above picture has Reena Ahluwalia glancing her own Fire Under Ice painting valued at $10,000.