Right now, she is their new spokes model, or I guess, really she's just modeling the jewelry since I haven't actually heard her talk, but super model Petra Nemcova is the new jewelry icon of Fortunoff. Known for fine jewelry as well as other luxury goods such as watches and high end home furnishings, Fortunoff has been around for awhile beginning as a small family run shop back in 1922 and growing into an industry leader.

From TMZ.com: Supermodel Petra Nemcova has become the face of Fortunoff's new advertising campaign.

The Czech born bombshell is the brand's first celebrity spokesperson since Lauren Bacall mugged for the store 26 years ago.

Nemcova will also design a line of jewelry for the chain, entitled Petra for Fortunoff Collection. The gems will retail from $125 to $5000, with a portion of the proceeds going towards Petra's Happy Hearts Fund, which provides aid to children who have suffered loss as a result of a natural, economic or health related disaster.

Futuroff has a full catalog available on their web site which you can virtually flip through the pages of and even zoom in on certain jewelry pieces: