Monday evening a crowd of gemstone lovers showed up to celebrate Gemfields‘ new tabletop book, “Emerald” and the new advertising campaign showing actress Mila Kunis. She had spent seven days in Zambia earlier last year as she had been chosen global ambassador of Gemfields. “It’s really a luxury to own jewellery and gemstones. If you’re in a position to do so, you’re fortunate. Given that, I think it’s important to pay attention to what you’re wearing and where it came from.” said the beautiful Mila.
The new advertising campaign, shot by Peter Lindbergh, is unlike most jewellery ads for Mila is not actually wearing any jewellery. She was captured in her natural beauty, in black and white photos, without wearing any makeup and no hair being styled before the shoot. Also the emeralds are presented in their natural state – unpolished and uncut. “It’s beautiful to go bare. I don’t think enough people do it, and it’s so rare to see a campaign with no makeup that’s kind of effortless. It oddly reflects an emerald. You see all the imperfections in my face the same way that an emerald has imperfections in each and every gemstone” Kunis said.
“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… I truly belive in Gemfields’ mission of ethical mining, and I absolutely have fallen in love with the rarity, beauty and history of emeralds.”