Bollywood actress Amrita Rao has been chosen as the new brand ambassador of the Jaipur Jewellery Show (JJS), a key platform for the gem and jewellery industry. JJS Convenor, Vimal Chand Surana said: “The trend of having a model and actress as the brand ambassador for JJS began three years back. The first brand ambassador three years ago was fashion model and actress Sonal Chauhan followed by actress Simran Kaur two years later. JJS has been continually creating new trends and has become a platform for creative jewellery, hugely popular among the new generation.”

Amrita Rao has won accolades as the Filmfare Best Female Debut Award 2003, one among the Times of India 50 Most Desirable Women of India-2011, and was the heroine of blockbuster Rajshree Production - Vivah’s (2006).

JJS Secretary, Rajiv Jain said: “Amrita Rao will be brand ambassador for JJS for one year. She will host 6 episode of JJS-NDTV Good Times promotional film as moderator and will talk about art of jewellery manufacturing of Jaipur. With Amrita becoming the brand ambassador of JJS- the brand Jaipur will also get a fillip, especially when JJS is becoming the preferred destination for bridal and colourstone jewellery.”

Amrita Rao expressed her fondness towards the city of Jaipur its jewellery and her pride to be the brand ambassador to the JJS.

Ajay Kala, the media coordinator for JJS said that this year, “Ruby – red, rare, royal” is the theme of the show. Gemfields is the prime sponsor, which will undertake promotional activities pan-India for trends in Ruby jewellery. According to Kala, Jaipur has become a complete source for all type of jewellery in last few years. Jaipur’s Ruby jewellery will be aptly promoted by its new brand ambassador, Amrita Rao. The 13th JJS will be held from 19 to 22 December at JECC, as was last year, but on a much bigger and brighter scale.