Ana de Armas Is Back for the NDC’s Newest Campaign
The Golden-Globe nominated actress is seen wearing diamond jewelry designer Malyia McNaughton created for the ads.

NDC launched the first campaign featuring the actress last September, airing initially during the (virtual) Primetime Emmy Awards.
It featured de Armas—who was nominated for a Golden Globe for her performance in “Knives Out” and will be in the upcoming films “No Time To Die,” “Blonde,” and “The Gray Man”—wearing diamond jewelry in photos and videos shot along the coast of Portugal.
In this new campaign, de Armas embodies the “Love Life” tagline as she travels throughout Mallorca, Spain.
She is seen wearing an 11-piece diamond jewelry collection custom designed for the campaign by Brooklyn-based jewelry designer Malyia McNaughton, a participant in NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz.
Watch: Ana de Armas’ Second Commercial for NDC
Karla Welch did the fashion styling for de Armas, while Cossu and Georgia Pendlebury provided the overall fashion and creative direction.
NDC said it brought de Armas back for the second campaign as she “radiantly captures a zest for life alongside a deep appreciation of natural diamonds.”
“Gregarious, confident, talented, and worldly, she is a fitting ambassador for the Natural Diamond Council’s unique, international mission,” it said in a statement.
McNaughton’s diamond jewelry collection launched concurrent with the campaign last week, showcased in a look book on NaturalDiamonds.com.
It’s also now available on MadeByMalyia.com.

The collection is also being “interpreted” by retailers globally for the holiday season, NDC said.
“It was a privilege to work alongside Malyia and see how she applied her unique sensibility in interpreting the confluence of the season’s most prevailing diamond jewelry trends—gender fluidity, heavy metal chains, and the marquise cut—with the essence of ‘Love Life,’” said NDC Managing Director Kristina Buckley Kayel.
“The resulting original and modern collection has inspired and mobilized major manufacturers and NDC’s retailer network to carry or create versions of these IP-protected designs as they prepare themselves for the holiday season and beyond.”
“For Moments Like No Other” is the first campaign for the Natural Diamond Council since it changed its name from the Diamonds Producers Association in mid-2020 and scrapped its old marketing campaign, “Real Is Rare, Real Is a Diamond.”
The Latest

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.


Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.

Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.

The new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.

The brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.

Corey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.

Charles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.

Timepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.

The auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.

As chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.