By Chere Di Boscio
Mila Kunis is a lucky woman–she was born with wide hazel eyes, bee-stung lips, and cascades of chestnut hair, but as the new brand ambassador for Gemfields, she’s proving to be pretty on the inside, too.
After being approached by Gemfields to be the new face of their brand, she was determined to go to the brand’s mines in Kagem, Zambia, to see for herself how ethical the gemstone giant actually is. She came back impressed.
“While in Africa, I learned that the entire journey each Gemfields stone 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.”
Her agreement to partner with Gemfields delighted its CEO, Ian Harebottle.
“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.
Photographed by Mario Sorrenti and styled by Anastasia Barbieri, Mila recently shot a new campaign decked out in simply stunning pieces created by Gemstones’ prestigious designer partners, including Shaun Leane, Alexandra Mor, Dominic Jones, The Gem Palace, Sutra, Katerina Maxine and Fabergé,the iconic Russian brand acquired by Gemfields earlier this year.
This new global advertising program and a revamped website (to launch this spring) are both aimed at educating the public about the brand’s commitment to sustainability. The company is unquestionably the world’s foremost coloured gemstone producer, found at the intersection of exploration, mining and marketing, but not all consumers realise that it also upholds fair-trade practices, while remaining in strict accordance with the highest level of environmental, social and safety standards.
With the lovely Ms Kunis as its new ambassador, Gemfields’ message of ethics and environmental sustainability will surely be heard loud and clear by the many fans and admirers of the actress, and Harebottle is delighted with his choice of ambassador: “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.”