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.”