Gemfields, the world’s leading coloured gemstone producer, has appointed actress Mila Kunis as its new brand ambassador and the face of its latest advertising campaign.
Gemfields CEO Ian Harebottle said Kunis was chosen for her natural beauty, versatility, intelligence and love of rare coloured gemstones.
The new global advertising campaign features Kunis wearing emerald and ruby jewellery created by six of Gemfields’ designer partners: Alexandra Mor, Dominic Jones, The Gem Palace, Katerina Maxine, Shaun Leane, Sutra and Fabergé (the Russian brand acquired by Gemfields earlier this year).
“As a company we are passionate about colour 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 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.”
Kunis recently returned from Africa where she toured Gemfields’ Zambian mine, Kagem, which produces around 20 percent of the world’s emeralds.
“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,” she said.
“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 is just one of many initiatives in a multi-pronged consumer campaign that Gemfields has begun rolling out this year.
For example the company has also just launched a revamped website which enables consumers to “learn about the brand’s initiatives and commitment to sustainability while receiving an in-depth education on coloured gemstones” and has debuted a collection of coloured gemstone jewellery designed in collaboration with 37 international designers.