New adverts showcases raw stones to raise consumer awareness of gems.
Gemfields has released its second advertising campaign, Beauty by Nature, featuring the actress and Gemfields’ global ambassador Mila Kunis.
The company has changed the theme of its campaign in 2014 to highlight it being a stone supplier, rather than showcasing jewellery that uses Gemfields’ stones.
As a result, Kunis has not been photographed wearing jewellery; instead her image sits alongside emeralds, rubies and amethysts in their raw, natural form. Gemfields says it will continue to support and collaborate with its partners in the jewellery industry throughout 2014, and still-life images of their jewellery will be featured in joint campaign images.
Kunis was photographed in black and white by famed photographer Peter Lindbergh, styled by Lori Goldstein and with creative direction by Jonny Lu.
She said of the new campaign: “Peter makes you feel very comfortable, and allows you to be spontaneous and not self-conscious. I didn’t have any make-up on; I didn’t have my hair blow-dried, so I felt a little bare. But he made me feel the most beautiful I have ever felt, and he was able to capture a very honest moment.”
Following the announcement of a partnership in early 2013, Kunis travelled to Gemfields’ emerald mine in Zambia to further her understanding of gemstone mining, and has become an advocate for the company’s ethical approach. She has also appeared at several red carpet events dressed in jewellery featuring Gemfields’ gemstones, including this year’s Golden Globe Awards.
“Not only do I better understand the work that goes into the creative process but I have fully grasped just how rare and precious every gemstone is, and the remarkable journey each gemstone makes," Kunis said.
Gemfields chief executive Ian Harebottle said the company was thrilled with the new campaign. “Not only are the images incredibly impactful and very different to what other companies are doing — but they are perfectly aligned with our views of Gemfields, Mila Kunis and discerning jewellery consumers; natural, honest and totally unique,” he said.
The global advertising campaign will appear in publications including Vogue, Harper’s Bazaar, Vanity Fair, LOVE and W and includes a digital campaign running on vogue.co.uk, telegraph.co.uk and net-a-porter.com, amongst others.
The campaign kicks off a number of promotional and retail partnerships for Gemfields in 2014, including the introduction of a new blog called, Gemfields Journal, which will be home to both informative and inspirational content. The company will also promote consumer and retailer education through a series of bespoke gemstone masterclasses.