On Thursday night Italian jeweler Damiani opened the doors of its fifth U.S. boutique in the Two Rodeo complex in Beverly Hills with the announcement of Sharon Stone as the face of its new international print ad campaign.
Vice president and chief designer Silvia Damiani welcomed Stone to the store, where several of the images were displayed on plasma screens throughout the polished wood and marble space.
Shot by Sølve Sundsbø on March 20 in Los Angeles, the color images feature Stone in poses inspired by iconic women such as Amelia Earhart.
"This campaign went way beyond fulfilling our every dream," said Stone, who collaborated closely with Damiani and Sundsbø. "We started with images of women who were winning and the great feeling you have when you've won." Stone is also featured wearing an old-fashioned swimming cap, a nod to the first woman who swam the English Channel, and in another shot wears a medal.
"She embodies many values of the modern woman: She has great intelligence, a big heart, and is a devoted mother," said Damiani, who has known Stone for some time.
When asked about Stone's outspoken nature and the controversy caused by her recent comments on China's earthquake, Damiani replied, "I think a person should be judged as a whole. She did a mistake and she apologized. I am absolutely sure that she is a person with a great heart who cares for people."
Stone, an ardent AIDS activist, said her participation in the campaign was decided by Damiani's agreement to donate 2 percent of sales to charity. "We are going to provide clean drinking water in countries where diamonds are mined. It was very important for me that if we are going to take diamonds out of the earth that we put something back in," continued Stone. "It's just a tiny dent that means some kind of example of decency. I found it shocking that no other company would agree to that."