Gemfields, the world’s leading coloured gemstone producer, which owns 75 percent of the Kagem emerald mine in Lufwanyama District in partnership with the government of Zambia, has announced that Mila Kunis is the company’s new brand ambassador and the face of its latest advertising campaign. A natural fit for Gemfields, Mila was chosen for her natural beauty, versatility, intelligence and love of rare coloured gems.
Photographed by Mario Sorrenti and styled by Anastasia Barbieri, the campaign features a fresh-faced and modern Kunis wearing one-of-a-kind emerald and ruby jewellery 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.
“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 Gemfields CEO Ian Harebottle. “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.”
The Oz: The Great and Powerful star recently returned from Africa, where she toured Gemfields’ Zambian mine, Kagem, which produces approximately 20 percent of the world’s emeralds. Accompanied by Harebottle, Kunis learned about 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.”
The global advertising program, running in publications including Vogue, Vanity Fair, Bazaar and W, is just one of many initiatives in a multi-pronged consumer campaign that Gemfields will roll out for 2013. A newly revamped website will be launched, enabling consumers to learn about the brand’s initiatives and commitment to sustainability while receiving an in-depth education on coloured gemstones. Gemfields will also release a large format book on emeralds in 2013. Finally, in March, the brand will debut a collection of exclusive coloured gemstone jewellery designed in collaboration with 37 international designers.
Gemfields is the world’s foremost coloured gemstone producer and is found at the intersection of exploration, mining and marketing. Its focus – reliable and ethically-produced coloured gems – upholds fair-trade practices while remaining in accordance with the highest level of environmental, social and safety standards. Gemfields’ unprecedented mine to market strategy through transparent partnerships with the world’s leading coloured gemstones dealers and manufacturers is a guarantee of the provenance of every gem. Business aside, Gemfields’ dedication to preserving the environment, nurturing relationships with local communities and upholding human rights remains paramount.