January 13, 2012, 3:37 PM

JewelMint.com gets ‘The Look’

The trendy jewelry e-retailer launches an online film series and national TV ad campaign.

Lead Photo

E-retailer JewelMint.com is combining star power with the power of online video and broadcast TV as it launches a new film series that highlights its latest jewelry designs. The e-retailer’s celebrity spokesperson, actress Kate Bosworth, stars in an online film series called “The Look.” The films, directed by Michael Polish, who has several Hollywood movies to his credit, also will be featured in JewelMint’s first national TV ads.

BeachMint Inc., which owns JewelMint.com and a handful of other fashion and accessory sites including BeautyMint.com and StyleMint.com, says new films starring Bosworth will debut monthly via JewelMint.com and JewelMint.com’s pages on YouTube and Facebook. Storyline content will vary, as will the length of each video, but all will highlight the e-retailer’s jewelry collection. Facebook users also can view an interactive, shoppable version of the film via a new Facebook app.

The first “The Look” film went live yesterday. In it Bosworth returns home from a day out and viewers watch her take off a day’s worth of casual jewelry and then get glammed up for a night on the town. She tries on different necklaces and rings, fixes her hair—giving viewers a better view of her earring choices—and touches up her makeup. In addition to her star turn in the film series Bosworth, together with celebrity stylist Cher Coulter, also designs the collections sold on JewelMint.com, BeachMint says.

BeachMint chief marketing officer John Volturo says the company is always looking for ways to create “fresh and exciting experiences” for customers and says “The Look” does that.

JewelMint.com’s first national TV ads, which pull from “The Look,” debut Jan. 14.

Internet Retailer editors selected JewelMint.com to be included in its Hot 100 list, an annual compilation of the most innovative e-retailers. Order your copy of this special issue here.

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