Press Releases

Portuguese Jewelry Launches International Campaign with Milla Jovovich

Published

7 years ago

November 16, 2016

INSTORE Staff

(Press Release) AORP – the Portuguese Jewellery and Watchmaking Association has launched an international campaign to promote Portuguese jewelry worldwide.

Starring the model and actress Milla Jovovich, the campaign exalts its core values: luxurious materials, perfect technique, creative design.

According to Ana Freitas, president of AORP, "This is the golden moment of Portuguese jewelry. Being one of the most traditional sectors in Portugal, Portuguese jewelry is experiencing a period of renewal, growth and affirmation in the international context. This campaign aims to encourage and support the internationalization of our brands and to position Portugal as a premium producer.”

With a successful career in fashion and cinema, Milla Jovovich is known for her roles in “The Fifth Element” (1997), “Ultraviolet” (2006) and “Resident Evil.” January 2017 brings the debut of the new movie “Resident Evil: Final Chapter.” She is also a fashion designer and singer.

Fátima Santos, secretary-general of AORP, explains the choice: “Our goal is that the campaign has the greatest impact on a global scale. Milla Jovovich fits perfectly the profile we were looking for and her involvement with the campaign was complete. The photo shoot was in Porto and she was delighted with our country and of course with our jewelry.” The production is 100 percent Portuguese. “We’ve put together a young, talented and internationally recognized team, that demonstrate how Portugal is making a statement in fashion world at all levels,” adds Fátima Santos.

The campaign is part of a strategy to encourage internationalization of Portuguese jewelry. It includes TV, print and online media and also promotional events in strategic markets.

With global coverage, the campaign also highlights six national brands that reflect the new phase of Portuguese jewelry: Eleutério, Leitão & Irmão, Luísa Rosas, Mimata, Monseo e Rare Jewellery.

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