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Coloured gems producer Gemfields (LON:GEM) has announced glamorous actress Mila Kunis as the face of its new print advertising campaign.
The company said Kunis was chosen for her natural beauty, versatility, intelligence and love of rare coloured gems.
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The actress will be featured in a global advertising programme that will run in publications such as Vogue, Vanity Fair, Bazaar and W. The advertising blitz is just one of many initiatives in a multi-pronged consumer campaign that Gemfields will roll out for 2013.
A newly revamped website will launch this spring, enabling consumers to learn about the brand’s initiatives and commitment to sustainability while receiving an in-depth education on coloured gemstones.
In March, the brand will debut a collection of exclusive coloured gemstone jewellery designed in collaboration with 37 international designers.
Kunis recently toured Gemfields’ Zambian mine, Kagem, to check out the company’s environmentally friendly mining practices.
“I truly believe in Gemfields’ mission of ethical mining, and I absolutely have fallen in love with the rarity, beauty and history of emeralds,” she said.
The actress has appeared in many films, including the critically acclaimed “The Black Swan”, and is also the voice of Meg Griffin in the cult TV comedy “Family Guy”.