By Tamera Adams

I first read about Paris Hilton becoming the new face of Italian jeweler Damiani on one of the heiress' fan sites. (Disclaimer: The URL is not on my list of bookmarks; I was led there by a news feed.)

Considering the source and the A-listers who have occupied the role in the past, I found the news hard to believe. After all, former ambassadors Sophia Loren, Gwyneth Paltrow and Brad Pitt are mature A-list celebs who are adored and respected for their bodies of work.

As a matter of fact, Chief Executive Officer Guido Damiani complimented the brand's long list of ambassadors in a recent article, "They all have different characteristics but in common they have talent, class and a natural elegance that is perfectly in line with the aesthetic sense and the values of our brand."

Why is an ex-offender, whose primary talents are partying and posing, becoming the new face of Damiani? Marc Malkin of E! Online explained that Paris is appearing in a series of campaign ads for the company's new collection, Bliss, which targets a younger market with gold, stainless steel, wood and diamond pieces ranging from $60 to $3,000.

Revered as a style icon by girls her age and younger, Paris is definitely capable of delivering Bliss' desired audience. Hopefully, she won’t bring new public scandals along with her.

*Photo courtesy of Dana Ross Photography

Get the Daily News >
National Jeweler

Fine Jewelry Industry News

Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.