Iman, the Somali supermodel and wife of pop star David Bowie, has been tapped as a “roving ambassador” for the De Beers LV retail chain.

The announcement didn’t specify what Iman’s role will be, but it lists her duties as being an “inspiration” and “style icon.” Iman made her first appearance on behalf of the chain at an American Foundation for AIDS Research benefit at the Cannes Film Festival.

“Iman’s identity—a mix of African origin and Western culture—is very similar to that of De Beers LV,” said CEO Alain Lorenzo in a statement.

The first De Beers store is due to open in London by the end of the year. Plans call for stores in New York and other cities in 2003.

De Beers LV also attracted attention by purchasing the 203-ct. D-Flawless “Millennium Star,” the target of a November 2000 heist attempt in London’s Millennium Dome.

The chain is a joint venture between De Beers and the French luxury goods chain LVMH.