Majors

Lily James Stars in the Natural Diamond Council’s New Campaign

MajorsSep 08, 2022

Lily James Stars in the Natural Diamond Council’s New Campaign

Women who buy diamond jewelry for themselves are driving growth in the sector, said NDC.

20220908_NDC Lily James header.jpg
Emmy-nominated actress Lily James is the face of the Natural Diamond Council’s new global advertising campaign.
New York—The Natural Diamond Council has tapped British actress Lily James as its new global ambassador.
 
She will star in its latest global advertising campaign, titled: “To Treasure, Now and Forever.”
 
James recently received her first Emmy nomination for “Outstanding Lead Actress in a Limited Series” for her performance as Pamela Anderson in “Pam & Tommy.”
 
Her next feature film, “Providence,” is in post-production.
 
NDC’s previous campaign, titled “Moments Like No Other,” which saw two iterations in 2020 and 2021, starred actress Ana de Armas.
 
20220908_1-NDC Lily James.jpg
The new NDC campaign’s tagline is “To Treasure, Now and Forever.”
 
“Lily James is the modern epitome of natural diamonds,” said NDC CEO David Kellie. “The talent, versatility, and authenticity she brings to the table are the perfect attributes to represent natural diamonds.”
 
Her appointment as ambassador will help NDC to “build upon the success of another record-breaking year for natural diamond jewelry,” said Kellie.
 
In a statement, James expressed her excitement and pride at being named the global ambassador for the Natural Diamond Council.
 
“It has been illuminating to discover the positive impact of the natural diamond industry across the globe and its commitment to continued improvement,” she said. “I am eager to witness more of this firsthand in my new role.”
 
James was the inspiration for the 45-second campaign film, which takes the audience through a series of scenes relevant to the roles she has played. 
 
Set in London where she currently resides, it follows her from the street to the set to the stage.

WATCH: Lily James Stars in “To Treasure, Now and Forever”
 
The campaign is aimed at women who buy jewelry for themselves.
 
“Women self-purchasing natural diamond jewelry continues to be a dominant growth driver for the sector,” said Kristina Buckley Kayel, managing director of NDC.
 
“Women today play many roles in life, and a natural diamond jewelry purchase is a way to express reward, self-love, and individuality, which we aim to personify through our campaign film.”
 
As for the jewelry, the campaign will showcase wardrobe staples like tennis bracelets and necklaces, studs, and hoops, as well as original creations, like statement earrings and spiral bracelets.

20220908_2-NDC Lily James.jpg
The “Flor” pendant
 
The diamond jewelry will be sourced from independent designers and brands, and stocked by NDC’s retail partners ahead of the holiday season.
 
Its partners include Hamilton Jewelers, Bachendorf’s, Razny Jewelers, Hyde Park Jewelers, and Sissy’s Log Cabin.
 
 Related stories will be right here … 
 
James will wear jewelry created specifically for this campaign, showcased in an immersive online lookbook soon to be available on the NDC website.
 
The “Soleil” pendant by designer Malyia McNaughton of Made by Malyia, a staple of NDC’s previous advertising campaign, has been reimagined as earrings and a bracelet.
 
McNaughton was part of the inaugural group of the Emerging Designers Diamond Initiative, a project by the Natural Diamond Council and designer Lorraine Schwartz, aimed at creating a more equitable fine jewelry industry.
 
The advertising campaign will focus mainly on digital video, sharing it via streaming services Hulu and Peacock.
 
The campaign will also be shared via print and digital media outlets, as well as in transit hubs in New York and Los Angeles.
 
Globally, it will head to the U.K., France, India, United Arab Emirates, and China.
 
The campaign was directed by Manu Cossu and photographed by Sasha Marro and Molly S.J. Lowe. Rebecca Corbin-Murray was the fashion stylist for James.

The Latest

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

A street in Carlsbad California
Events & AwardsSep 04, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Shot from Breitling new NFL campaign
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

Weekly QuizSep 04, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Effy Jewelry Multicolor Sapphire Bangle
TrendsSep 03, 2025
Amanda’s Style File: A Perfect Birthstone

Sapphire’s variety of colors make it the perfect birthstone for September.

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

All Hours: Stephanie Gottlieb Fine Jewelry x Oak and Luna Campaign Imagery
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ Collab

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

Botswana President Duma Boko
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales Slump

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

Afton Robertson-Kanne Borsheims
MajorsAug 28, 2025
Borsheims Names New Jewelry Buyer

Former Free People buyer Afton Robertson-Kanne recently joined the retailer.

Sissy’s Log Cabin Back to School and Bling
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis Students

The jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.

Taylor Swift Engaged
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond Cuts

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

11,685-carat Imboo emerald
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem Mine

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.

Shopping cart
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income Worries

Plans for dining out, booking vacations, and buying big-ticket items were down.

Mine + Found Play Collection Prize Bubble Locket, Whistle Pendent, Fortune Dice
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

CCWW lifesaver necklace
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.

Nick Jonas x Fossil Campaign
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil Campaign

The Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy