Move over lab-grown diamonds. In a bid to shift the dial back to promoting “the real thing”, the Natural Diamond Council has launched its latest global campaign, To Treasure Now and Forever, featuring its brand ambassador, actor Lily James.
Shot in New York City by Cass Bird, James features in the 2023/24 campaign via four looks styled with a variety of natural diamonds “to represent a few of life’s most brilliant moments”.
The quartet of looks — casual streetwear, power tailoring, sophisticated evening wear, and full-blown glamour for a big night out — “celebrate the versatility of natural diamonds”.
The campaign will be amplified by the NDC’s global retail partners including luxury independent retailers such as Razny, Hamilton Jewelers and London Jewelers in the US.
David Kellie, CEO of the Natural Diamond Council, said: “The talent, integrity, and authenticity Lily brings to the table are the perfect attributes to represent natural diamonds. This campaign… will continue to support so many of our retail partners.”
James, who has served as NDC Global Ambassador since September 2022 and having debuted her ambassadorship with the first global campaign in London, said: “After visiting Botswana and seeing the positive impact the diamond mining industry has on the surrounding communities and ecosystems, and learning about what goes into sustaining them, it made me want to be even more intentional with the diamond jewellery I wear.”
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