One of the world’s leading coloured gemstone producers, Gemfields roped in actress Mila Kunis as the new brand ambassador and the face of its latest advertising campaign.

Photographed by Mario Sorrenti and styled by Anastasia Barbieri, the campaign features fresh-faced Mila wearing one-of-a-kind emerald and ruby jewelry created by six of Gemfields’ designer partners – Alexandra Mor, Amrapali, Dominic Jones, The Gem Palace, Sutra and Fabergé.

The Friends with benefits star who recently returned from Africa, where she toured Gemfields’ Zambian mine, Kagem, which produces approximately 20 percent of the world’s emeralds, stated, “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 the brand’s mission of ethical mining, and I absolutely have fallen in love with the rarity, beauty and history of emeralds.”

The global advertising program, running amongst leading Indian publications, is just one of many initiatives in a multi-pronged consumer campaign that Gemfields will roll out for 2013. A large format book on emeralds will also be released in 2013. Finally, in March, the brand will debut a collection of exclusive coloured gemstone jewelry designed in collaboration with 37 international designers.