Mila Kunis for Gemfields

Mila Kunis is the new face of Gemfields, the ethical gemstone specialists. Kunis says she is committed to only endorsing products she really believes in and joined Gemfields after learning more about the company. 

Kunis was approached by Gemfields CEO Ian Harebottle earlier this year. She was not looking to endorse any new products, but she found she just couldn’t say no.

“There’s a difference being part of a family-owned company and being part of a conglomerate — you feel as though you’re part of something, and you don’t work for them, you work with them,” Kunis told Vogue UK. “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 29-year-old admitted that she felt there is much less pressure when working for a family-run 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,” Kunis said. “That’s when things become a little uneven. I think when you have the same goal, you want to acheive it and make each other proud and happy.”

It did take her a while to officially sign-on, however. Kunis said she wanted to make sure Gemfields was in fact an ethical company before endorsing them. To find that out for herself, she took a trip to their mines in Zambia. She says they opened their doors to her and have been completely transparent in everything they do. “I chose them in the same way that they chose me and I have honestly never worked for a better company.” 

Kunis has previously been the face of products for Dior and Gap.

Tags: celebrity endorsement, ethical gemstones, Fashion, gemfields, jewelry, Mila Kunis

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