Move over lab-grown diamonds. In a bid to once again promote “the real thing”, the Natural Diamond Council has launched its latest global campaign, To treasure now and always, with its brand ambassador, actress Lily James.
Shot in New York City by Cass Bird, James appears in the 2023/24 campaign across four looks designed with a variety of natural diamonds “to represent some of life’s brightest moments.”
The quartet of looks – casual streetwear, power tailoring, sophisticated evening wear and full-blown glamor for a big night out – “celebrates the versatility of natural diamonds.”
The campaign will be amplified by NDC’s global retail partners. including independent luxury retailers such as Razny, Hamilton Jewelers and London Jewelers in the United States.
David Kellie, CEO of the Natural Diamond Council, said: “The talent, integrity and authenticity that Lily brings are the perfect attributes to represent natural diamonds. “This campaign… will continue to support many of our retail partners.”
James, who has served as NDC Global Ambassador since September 2022 and has launched her ambassadorship with the first global event. 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 maintaining it, it made me want to be even more intentional with diamond jewelry. diamonds to wear.”
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