JewelMint Launches Online Series, National TV Ad Campaign

Santa Monica-based JewelMint, the jewelry service run by former MySpace co-founder Josh Berman and Diego Berdakin, said Thursday that it is launching an online "fashion film" series featuring Kate Bosworth, along with a national television commercial campaign. JewelMint said the new film, "The Look" features JewelMint co-founder and actress Kate Bosworth, and was filmed by Michael Polish. The online series--with a new episode every month--will include each month's jewelry collection as part of the film. JewelMint did not say how much it will be spending on the national campaign, which will push people to view the films on its site, YouTube, and its Facebook page. BeachMint launched JewelMint in October of 2010 with Bosworth and celebrity stylist Cher Coulter. The site was the first of BeachMint's site to combine e-commerce with fashion; the company also runs with Jessica Simpson and Nerida Joy, and with Rachel Bilson and stylist Nicole Chavez.