Charles & Colvard, the fine jewelry company known for its lab-created gems, announced on Tuesday American actress Skyler Samuels as its new brand ambassador. 

In this role, Samuels will be the new face of Charles & Colvard’s mission to offer conflict-free and ethical fine jewelry, starting with the company’s forthcoming Mother’s Day promotion.

“Skyler Samuels shares our passion for lab-grown gems and our appreciation for responsibly made fine jewelry, which makes her a natural fit to represent our brand,” said Don O’Connell, president and CEO of Charles & Colvard. 

“We are excited to partner with Skyler to bring more awareness to the Charles & Colvard brand, but also to educate consumers on the benefits of choosing lab-grown gems, such as our Forever One moissanite and Caydia lab-grown diamonds.”

With notable roles in television hits like Wizards of Waverly Place, Marvel‘s The Gifted, Scream Queens, and American Horror Story, Samuels brings her star power to endorse Charles & Colvard’s mission. Later this year, she will also star in the Hallmark Channel’s two new Aurora mystery movies. 

“Everyone deserves a little sparkle in their life, and I love that Charles & Colvard delivers that in a sustainable way. I am thrilled to find a brand that shares my affection for lab-grown diamonds and moissanite,” added Samuels.