Fortunoff Taps Supermodel as Fresh, Young Spokesperson

84-year-old U.S. jewelry firm Fortunoff picked supermodel Petra Nemcova as its new face, the first in twenty six years when Lauren Bacall served as Fortunoff's spokesperson.

Nemcova will appear in Fortunoff's regional advertising campaign and their fall and holiday jewelry catalogs, reaching over two million consumers across the U.S.

Fortunoff picked Czech born Nemcova as it seeks to reach younger consumers. The firm says its desire is to appeal to a new consumer, by introducing Fortunoff in a more fashionable, youthful manner.

Nemcova will also design jewelry for the firm. She collaborated with the jewelry design team to create a new collection, ‘Petra for Fortunoff Collection’, which will be available this holiday season in all Fortunoff retail locations, as well as online.

The collection includes pieces in gold, sterling silver, and pieces with diamonds and gemstones that retail from $125 to $5,000. A portion of proceeds from select items will benefit the Happy Hearts Fund, Nemcova's personal charity of choice she founded in 2005.

The Happy Hearts Fund provides aid to children in need who have suffered loss or hardship as a result of natural, economic or health related disasters. The model is a survivor of the December 2004 tsunami.

Another element of this collaboration includes a holiday ornament called "The Petra Heart" that has been designed for Fortunoff by ornament expert Christopher Radko. The design features the children of the world holding hands around a heart. The ornament will retail for $46, and will be available November 1 with a portion of proceeds benefiting the Happy Hearts Fund.

Joel Kier, of the office of the chairman said Nemcova epitomizes the modern day woman. “Her humanitarian efforts are inspiring and we feel she's a perfect choice because of her well-rounded nature.”