Gemfields, the world’s leading coloured gemstone producer, has signed on Mila Kunis as its new brand ambassador and the face of its latest advertising campaign. Mila was chosen for her natural beauty, versatility, intelligence and love of rare coloured gems. “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.”
Gemfields’ latest advertising campaign is photographed by Mario Sorrenti and styled by Anastasia Barbieri, featuring a fresh-faced and modern Kunis wearing one-of-a-kind emerald and ruby jewelry created by six of Gemfields’ designer partners: Alexandra Mor, Amrapali, Dominic Jones, The Gem Palace, Sutra and Fabergé, the storied Russian brand acquired by Gemfields earlier this year.
The global advertising program, running amongst leading Indian publications, is part of a many initiatives in a multi-pronged consumer campaign that Gemfields will roll out for 2013. A newly revamped website will launch this spring, informing consumers on the brand’s initiatives and commitment to sustainability, an in-depth education on coloured gemstones. A large format book on emeralds will also be released this year. The brand will debut a collection of exclusive coloured gemstone jewelry designed in collaboration with 37 international designers, in March.
Mila Kunis toured Gemfields’ Zambian mine, Kagem, accompanied by Harebottle. She gained knowledge on 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.”