Gemfields, the world’s leading coloured gemstone producer, announced that Mila Kunis is the company’s new brand ambassador and the face of its latest advertising campaign.
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- Mila Kunis
Photographed by Mario Sorrenti and styled by Anastasia Barbieri, the campaign features a fresh-faced and modern Kunis wearing one-of-a-kind emerald and ruby jewelry created by Gemfields’ designer partners: Alexandra Mor, Dominic Jones, Shaun Leane and Katerina Maxine. The Gem Palace, Sutra and Fabergé, the storied Russian brand acquired by Gemfields earlier this year.
“As a company we are passionate about color and fully committed to ethics, transparency and the sustainable development of the communities in which we operate, and finding the right partner who shares these values was vitally important,” said Gemfields CEO Ian Harebottle. “Mila has blown me away with her energy, enthusiasm and dedication. Her individuality and the natural way in which she expresses her humanity set her apart.”
The Oz: The Great and Powerful star recently returned from Africa, where she toured Gemfields’ Zambian mine, Kagem, which produces approximately 20 percent of the world’s emeralds. Accompanied by Harebottle, Kunis learned about Gemfields’ environmentally-friendly mining practices and visited several Gemfields-sponsored community projects, including schools and a farming cooperative.
“While in Africa, I learned that the entire journey that each Gemfields stone takes is carefully considered and that the environment and the local communities where its mines are located are held in the highest regard,” said Kunis. “I truly believe in Gemfields’ mission of ethical mining, and I absolutely have fallen in love with the rarity, beauty and history of emeralds.”
The global advertising program, running in publications is just one of many initiatives in a multi-pronged consumer campaign that Gemfields will roll out for 2013. A newly revamped website will launch this spring, enabling consumers to learn about the brand’s initiatives and commitment to sustainability while receiving an in-depth education on coloured gemstones. Gemfields will also release a large format book on emeralds in 2013. Finally, in March, the brand will debut a collection of exclusive coloured gemstone jewelry designed in collaboration with 37 international designers.
