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Karastan Ads to Feature Grammy-Nominated Jewel

For its 2009 "Make a Statement" advertising campaign, upscale area rug house Karastan has partnered with Grammy-nominated singer/songwriter Jewel.

This year's program was created in six versions — three for carpets and three for area rugs. The campaign is anchored by a different celebrity each year.

The Jewel campaign is kicking off in the April issues of shelter and lifestyle publications including Architectural Digest, Elle Décor, InStyle, Metropolitan Home, Town & Country, Traditional Home, Veranda and Western Interiors.

Jewel is the sixth celebrity to partner with Karastan on Make a Statement, the company said. Recent stars have ranged from actress Kelly Preston and actress/model Andie MacDowell to "Law and Order: SVU" star Mariska Hargitay and "Lost" star Evangeline Lilly.

Since her "Pieces of You" album in 1995, which went Platinum 12 times, Jewel has sold more than 27 million albums worldwide. She is the founder of Project Clean Water, a charity that has so far helped 30 villages in 13 countries build wells and add water filters to provide quality drinking water.

Karastan said it selected Jewel as its partner for 2009 because she has an "ambition to 'make a statement' in both her professional and personal life." David Duncan, vp marketing, noted that her "multifaceted persona, commitment to balance in life and work, and love of design and craftsmanship are completely in sync with the defining characteristics of the Karastan consumer."

Karastan will soon post an in-depth interview with Jewel on its website — www.karastan.com — in which she talks about her love of home design and shares details about her career and her personal life.

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