Priyanka Chopra Jonas: "I'm so proud to represent the beauty of India"

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Photo credit: Andrew Whelan
Photo credit: Andrew Whelan

Priyanka Chopra Jonas has just been named the first Indian woman to become a global ambassador for luxury jewellery maison Bulgari - a position that she doesn't take lightly.

Chopra joins the likes of Zendaya, Lily Aldridge and, more recently, Eiza Gonzalaz, in becoming a global representative for the Italian high jewellery house. In her new role, she will support Bulgari in the amplification of its brand around the world, with particular focus on the themes of female empowerment, diversity and inclusion.

"The house of Bulgari and India have a long, rich history with many of their gems being sustainably sourced from my home country," she tells us. "This is something I connected on very deeply with the brand, and it makes me feel so proud to represent the beauty of India in this small way."

Of course, the actress, entrepreneur and activist, who is also a Unicef Goodwill ambassador, has a significant platform of her own - with more than 66 million followers on Instagram alone - so well understands the importance of representation, and the responsibility that comes with any ambassador role.

"As a young actor, looking up at the international stars of film like Elizabeth Taylor and Sophia Loren who have long been the muses of Bulgari, It’s a dream that now I get to work with such an iconic house and follow in their footsteps," she says.

Photo credit: Andrew Whelan
Photo credit: Andrew Whelan

For Bulgari CEO Jean-Christophe Babin, partnering with Chopra was a natural decision.

"India holds a special place in our hearts at Bulgari, since it doesn’t only offer us a continuous source of inspiration, but this rich, incredible land provides us with some of the most precious gems of nature to craft our creations, from jewellery to fragrances," he said in a statement. "I’m beyond excited that Priyanka is joining our family. With her beauty, talent and humanitarian commitment, she is an inspiring role model for millions of woman in the world. I’m sure that together we will develop exciting projects, with a significant social impact."

Chopra echoed this sentiment, adding: "I endeavour to align myself with brands that recognise their immense social responsibility. Bulgari has made great impact in their efforts to support children in need around the world, and I look forward to working together to continue that work."

Photo credit: Courtesy
Photo credit: Courtesy

Alongside her keen understanding of social responsibility, and a desire to leave the world in a better place than when she found it, Chopra also has a deep appreciation for the "magical", storytelling power of jewellery, and the strong sense of nostalgia and happiness that a single piece can bring.

"Jewellery is magical and a person's jewellery box is the heart of any wardrobe, filled with many memories and milestones," she tells us. "Mine is filled with so much joy, and I recognise the important role that jewellery plays in every person’s life. I vividly remember my first solitaire diamond ring, which I received from my dad. I still wear it today, and when I do I’m reminded of the pride in his smile when I first opened the box and put it on."

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