“Portuguese Jewellery – Shaped With Love” is the motto of the international campaign, led by the model and actress Milla Jovovich. The main goal is to open new paths to the industry
Portuguese jewellery is reshaping. A centuries-old tradition that is being renewed by the new generations. The savoir-faire meets design, the handcraft works meets creative approaches and tradition meets innovation.
AORP – the Portuguese Jewellery and Watchmaking Association has launched an international campaign to promote Portuguese Jewellery worldwide. Staring the model and actress Milla Jovovich, the campaign exalts its core values: the luxurious materials, the perfect technique, the creative design.
According to Ana Freitas, President of AORP, “this is the golden moment of Portuguese Jewellery. Being one of the most traditional sectors in Portugal, Portuguese Jewellery 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”. In January 2017, will debut the new movie, “Resident Evil: Final Chapter.” She is also a fashion designer and singer.
Fátima Santos, Secretary-General of AORP justifies 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 jewellery.” The production is 100% 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 Jewellery. It includes TV, print and online media and also in promotional events in strategic markets.