One more b/w BTS photo of Mila’s Gemfields campaign has been released. If you are currently in London or have plans to go anytime soon, visit ‘The Cheapside Hoard: London’s Lost Jewels’ exhibit sponsored by Fabergé and Gemfields at the Museum of London (11 October 2013 – 27 April 2014)
Ads / Campaigns > Gemfields 2013 > Gemfields 2013 – BTS
Another promo for
Mila: I was not interested in doing any sort of endorsement for any sort of company, let alone a jewelry or stone-based company. I didn’t need to. Also because I did it before, and I didn’t like it and didn’t enjoy myself and didn’t like working for a company I didn’t know much about. Then I met Ian who is the CEO/COO of Gemfields and the team. And they care so much about the company that it made me really excited to be a part of their family. And their outlook on a company is so different than the way most people look at a company. Most people look at a company as an end result, all they care about is the profit and the final product. But Gemfields really cares so much about the process and how to get there and whom it affects and how it affects him. Where the gem comes from and the environment. That empowered me and made me want to be a part of that family.
Mila: Now for me it’s the emerald. Because I’ve learned that every emerald has its fingerprint where you can trace it back to the continent and the mine where it came from. You can’t do that with any other stone.
Mila: Yes. The great thing is that I don’t feel like I’m hawking a jewelry line. I feel like I’m part of something that is so much more than that. It’s introducing the world or reintroducing the world to some beautiful stones that I think that people have forgotten about.
Mila: No. I never wanted to be involved. I was never a jewelry person. I don’t wake up accessorizing my outfits. But I have so much more of an appreciation and understanding for it now due to being a part of this. Now I love it. It’s crazy but true.
Mila: My grandmother gave me her ring a couple of years ago. I love it. It’s a ruby. Diamonds weren’t big in the 1920s, 1930s or 1940s. People didn’t look at diamonds as things of value. It was about rubies.
Mila: That is the beauty of Gemfields. They bring so many different cultures and types of jewelry together. Some people are doing antique stuff to Art Deco to modern to vintage. It’s the beauty of being part of this company. It’s massively diverse.
Mila: Whatever it is to you. The emotional attachment to jewelry. I don’t think it should be monetary. To me it is who gave it to me and what it was given for.
Ads / Campaigns > Gemfields 2013 > Gemfields 2013 – Campaign
Official promo video following Mila’s journey as she tours
‘If someone presents you a gift with a gemstone in it, knowing that they put thought into where it came from gives it more meaning. It’s easy to buy something that looks impressive, but knowing that it’s ethically sourced and that no-one suffered to produce it is, to my mind, the most important thing.
It’s really a luxury to own jewellery and gemstones. If you’re in a position to do so, you’re fortunate. I think it’s important to pay attention to what you’re wearing and where it came from.
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 believe in Gemfields’ mission of ethical mining, and I absolutely have fallen in love with the rarity, beauty and history of emeralds.”
- Mila Kunis –
I’ve added more high quality photos of Mila at Gemfields VIP showcase at Philips de Pury gallery in London (March 14).
Appearances from 2013 > March 14 – Gemfields VIP showcase at Philips de Pury gallery in London
MILA KUNIS only ever wants to work with brands and companies that she truly believes in. The actress, who is the new face of ethical coloured gemstone specialists Gemfields, says that endorsing a product that you don’t believe in is “the hardest job in the world”.
The 29-year-old was announced as the jewellery company’s spokesperson earlier this year, after she was approached by CEO Ian Harebottle. Despite not looking to endorse anything at the time, the actress agreed to commit after “falling in love with the people” that work at the family-run company.
“There’s a difference being part of a family-owned company and being part of a conglomerate – you feel as though you’re a part of something, and you don’t work for them, you work with them,”she told us. “You don’t want to endorse something that you don’t believe in. I’ve done that before and it’s just one of the hardest jobs to do. Why do it? I believe in this company and I believe in what they stand for. Lesson learned, absolutely.”
The Oz The Great And Powerful actress – who has previously starred in campaigns for the likes of Dior and Gap – confessed that she felt less pressure working with a smaller and more tight-knit company like Gemfields.
“Pressure gets taken off you if they trust you and you trust them – then you’re able to play around a bit and have some fun. I think pressure gets put on when there’s a nervousness about where you stand and what you do and who’s the boss,”she said. “That’s when things become a little uneven. I think when you have the same goal, you want to achieve it and make each other proud and happy.”
Kunis admits that she waited until she was able to ensure that Gemfields was a transparent and ethically inclined company before signing up to work with them – and has since paid a visit to their mines in Zambia.
“That was absolutely the most important thing. Anything that has to do with stones I think you want to be a little cautious about,”she said. “They opened their doors wide and just said,’Go ahead’. It was great. They’ve been so great at letting me be a part of anything and everything I’ve been able to. I chose them in the same way that they chose me and I have honestly never worked for a better company.”
MILA KUNIS: I went to Africa with Ian, the CEO of Gemfields and my friend Kim, to see the company’s work firsthand, and I was blown away. Here’s how you can tell – they bring you into a community and the kids are so excited to see you. The adults are hugging everybody and are so welcoming. They all had such a legitimate relationship with everyone at Gemfields, and were so thrilled to have the team in their homes and their schools. It was all very honest and heartfelt. And I was sold. I feel very proud and connected to what they are doing and I feel great speaking openly about it.
MILA KUNIS: They are buying mines, transforming them, and making them very ethical. And when they do, they do it from the ground up. They give local contracts to their employees and set a standard for consistency in the community.
MILA KUNIS: In Zambia, there aren’t paved roads, but the people are all so well educated in their own right, and they care for their environment and their animals so much. They care where things are dumped and how they’re processed, and what we call recycling, they call living. It was a really eye opening experience.
MILA KUNIS: The kids, as cliché as it sounds.
MILA KUNIS: Yes I went to schools. They’ve put in electricity, they have books, paper and pens. There are in cement buildings, as opposed to the mud buildings you see everywhere there, and they have chalkboards and tables. They have a place for hundreds of kids to come to. And they are rolling that out more and more.
Another thing they’re doing for the community that I love is teaching the people in the community to garden, so all the local vegetables come from the local gardens.
MILA KUNIS: I hope so, we are planning a trip to Mozambique to look at the ruby mines and meet the people there.