Contact: Elise Demboski
Impressions Marketing
770-649-7699 /


DALTON, GA, February 20, 2009—Jewel, the Grammy-nominated singer/songwriter, actress, poet and philanthropist who has sold over 27 million albums worldwide, will appear in the 2009 “Make A Statement” national ad campaign for Karastan carpets and rugs. The singer, whose twelve-time platinum Pieces of You was one of the best-selling debut albums of all time and whose most recent release, Perfectly Clear, marked her entrée into country music, is the latest in a series of unforgettable personalities to star in a print advertising campaign for the luxury American floor covering brand. Six versions of the ad—three each for carpet and rug—will begin to run in April issues of shelter and lifestyle publications. The media buy includes Architectural Digest, Elle Décor, InStyle, Metropolitan Home, Town & Country, Traditional Home, Veranda and Western Interiors.

As the sixth statement-maker to appear in the series, Jewel succeeds such luminaries as actress Kelly Preston, “Law and Order: SVU” star Mariska Hargitay, “Lost” star Evangeline Lilly, and actress/model Andie MacDowell. Jewel’s ambition to “make a statement” in both her professional and personal life are perfectly aligned with the passion that has helped Karastan to become the leading American manufacturer of exquisite, premium-quality carpets and rugs.

“Jewel’s unique authenticity, singular back story and drive to excel at everything she does are traits that Karastan shares and admires,” said David Duncan, Karastan’s vice president of marketing. “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.”

“We’re also thrilled to welcome Jewel to the Karastan family because her broad appeal and recognition factor with a variety of audiences, especially young women, will help build the Karastan brand with new consumer segments, creating sales opportunities for our valued retail partners,” Duncan continued.

An in-depth interview with Jewel, soon to be posted on Karastan’s Web site,, reveals her love of home design, and her thoughtful perspective on how to create a home that tells a compelling story about the people who live there. It also sheds light on the myriad facets of her life beyond her singing and songwriting career, including her roles as a wife, writer, and artist. Jewel is also a committed philanthropist, having founded a charity, Project Clean Water, which so far has helped 30 villages in 13 countries build wells and add water filters to provide quality drinking water.

“Jewel’s complexity, warmth and singular sense of style are qualities that all American women can connect with, much the way Karastan consumers feel a genuine bond with our brand,” said Duncan. “It’s difficult to think of an ambassador who better embodies what it means to ‘make a statement’ in every aspect of life.”

In addition to reading the interview, visitors to Karastan’s Web site can also can view the company’s complete line of carpets and rugs, and access a national dealer listing.  Tips on how to decorate with carpets and rugs are also available.

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Click or right-click photos to view or save high-resolution versions.

Jewel strikes a “dramatic” pose on Karastan’s Metallic Impressions
Jewel makes an “inspiring” statement on Wildflowers from the Studio by Karastan Artworks Collection.


Karastan is part of Mohawk Industries, a leading supplier of flooring for both residential and commercial applications. Mohawk offers a complete selection of broadloom carpet, ceramic tile, wood, stone, laminate, vinyl, rugs and other home products. These products are marketed under the premier brands in the industry, which, in addition to Karastan, include Mohawk, Ralph Lauren, Lees, Bigelow, Dal-Tile and American Olean. Mohawk’s unique merchandising and marketing assists customers in creating the consumer’s dream. Mohawk provides a premium level of service with its own trucking fleet and over 250 local distribution locations.

508 East Morris Street
Dalton, GA  30721
Press Contact: Elise Demboski
770-649-7699 /