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Market Developments

Actress Mila Kunis is the new face of Gemfields

2013-02-21

London--Gemstone miner Gemfields has a new global brand ambassador, and she just happens to be one of the hottest young actresses in Hollywood.

The London-based company announced Wednesday that television and movie actress Mila Kunis is the face of the company’s new advertising campaign. The campaign will run in magazines including Vogue, Vanity Fair and W and is just one element of a multi-faceted, consumer-facing campaign the company is set to launch this year.

Shot by Mario Sorrenti and styled by Anastasia Barbieri, the campaign features the 29-year-old actress wearing one-of-a-kind emerald and ruby pieces by six Gemfields’ design partners: Alexandra Mor, Amrapali, Dominic Jones, The Gem Palace, Sutra and FabergÉ, the Russian brand acquired by Gemfields in January.

“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,” Gemfields CEO Ian Harebottle said. “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 mine in Zambia, Kagem, which produces about 20 percent of the world’s emeralds. Accompanied by Harebottle, the actress learned about the company’s mining practices and visited 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,” Kunis said.

Kunis next stars as Theodora in Oz: The Great and Powerful, set for release in March. Other key roles for the actress include playing opposite Natalie Portman in 2010’s Black Swan and her recurring stint as the voice of Meg Griffin on the animated TV show Family Guy.

In addition to the campaign with Kunis, Gemfields said this year it plans to launch a revamped website, release a large-format book on emeralds and debut an exclusive collection of gemstone jewelry created in collaboration with 37 designers from around the world.