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

Elton John’s leopard print Rolex Daytona watch
AuctionsFeb 22, 2024
Elton John’s Leopard-Print Rolex Roars at Auction

Two Cartier watches also topped their estimates at Christie’s “The Collection of Sir Elton John: Goodbye Peachtree Road” evening sale.

Buccellati header
TrendsFeb 22, 2024
Buccellati to Open ‘Prince of Goldsmiths’ Exhibition

Set to be held in Venice, it’s a look through the maison’s history.

813-carat “Constellation” diamond in rough form
SourcingFeb 22, 2024
Lucara, HB Group Partnership Revived

It is another 10-year sales agreement in which all the larger rough recovered from the Karowe mine will go to HB Group for manufacturing.

GIA id100
Brought to you by
Full Disclosure at Your Fingertips

Distinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.

Sebastian Clarke and Katherine van Dell of Heritage Auctions
AuctionsFeb 22, 2024
Heritage Auctions Adds 2 New Hires to West Palm Beach Office

Sebastian Clarke and Katherine van Dell, frequent appraisers on “Antiques Roadshow,” will join the new office.

Weekly QuizFeb 22, 2024
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
National Jeweler columnist Sherry Smith
ColumnistsFeb 21, 2024
On Data: January Was a ‘Mixed Bag’ for Independent Jewelers

Sherry Smith dishes on the month’s highs and lows and the two categories consumers were loving ahead of Valentine’s Day.

Stock image of diamonds
GradingFeb 21, 2024
GIA’s Same-Day Service Now Available Everywhere

The new service, introduced to stem fraud related to lab-grown diamonds, will be offered at no cost for the time being.

flashforge pic.png
Brought to you by
WaxJet: Revolution in Jewelry Manufacturing

The WaxJet 400, recognized as the world's fastest wax printer, is bringing in a new era of precision and efficiency to industry.

Jam + Rico Claire’s jewelry
CollectionsFeb 21, 2024
Jam + Rico Debuts Second Claire’s Collection

Founder Lisette Scott was inspired by the intricacy, colors, and symbolism of African art and architecture.

Rapaport logo
SourcingFeb 21, 2024
Rapaport to Hold Another Natural Pearl Auction

Viewings start this week in New York and bidding will close on March 8.

National Jeweler columnist Peter Smith
ColumnistsFeb 20, 2024
Squirrel Spotting: Life After Rolex

Peter Smith shares advice from independent jewelers who used losing this cornerstone brand as a catalyst for reinvention.

Neile Adams McQueen and Steve McQueen
AuctionsFeb 20, 2024
Jewels from Neile Adams McQueen Shine at Bonhams

All 13 lots belonging to the actress and first wife of Steve McQueen sold at the recent “California Jewels” sale.

Stuller bench jeweler
Events & AwardsFeb 20, 2024
Stuller to Host Bench Jeweler Workshop in March

Registration is also open for its “Battle of the Benches” challenge.

Mary Ball Gorman of Henry B. Ball Jewelers
IndependentsFeb 16, 2024
Mary Ball Gorman of Henry B. Ball Jewelers Dies at 99

Gorman was an industry trailblazer, serving as the first female treasurer of Jewelers of America.

Jade Ruzzo gold and diamond Tennessee Torque necklace
CollectionsFeb 16, 2024
Piece of the Week: Jade Ruzzo’s Tribute to Tennessee

The movement of the 18-karat gold and diamond “Tennessee Torque” necklace is subtle.

De Beers Venetia diamond mine
SourcingFeb 15, 2024
De Beers’ Production Down 8% in 2023

The company recovered 31.9 million carats of diamonds in 2023, compared with 34.6 million in 2022.

Gina D’Onofrio Heritage Auctions
AuctionsFeb 15, 2024
Heritage Auctions Names New Co-Director of Fine Jewelry

Industry veteran Gina D’Onofrio has rejoined the auction house.

Indian Diamond and Colorstone Association (IDCA) awards
Events & AwardsFeb 15, 2024
IDCA Hands Out Awards in Tucson

The association also celebrated its 40th anniversary.

A selection of engagement rings
TrendsFeb 14, 2024
5 Engagement Ring Trends for 2024

From three-stone rings to fancy shapes, experts weigh in on what consumers could be looking for this year.

Boucheron Power of Couture
CollectionsFeb 14, 2024
Boucheron’s New High Jewelry Collection Pays Homage to Ceremony, History

“Power of Couture” recalls Frédéric Boucheron’s love of fabric using diamonds and rock crystal.

Rough diamonds from Gahcho Kue diamond mine
SourcingFeb 14, 2024
De Beers’ Rough Diamond Sales Improve Slightly

The diamond miner and marketer said “solid” holiday sales in the U.S. helped stabilize the industry.

Jonker I Diamonds
SourcingFeb 14, 2024
‘100 Carats’ Exhibition Opens at LA Museum

A new display at the Natural History Museum of Los Angeles County features dozens of gemstones each weighing 100 carats or more.

Grand Seiko New York City flagship
WatchesFeb 14, 2024
See Inside Grand Seiko’s New NYC Flagship

Located on Madison Avenue, the store is its largest in the world.

GIA logo
GradingFeb 14, 2024
GIA Offering Discounts on Jade Reports

The 20 percent off promotion will run through March 31.

KIL Promotions NYC Spring Jewelry and Object Show
Events & AwardsFeb 14, 2024
KIL NYC Show Returns for Spring Edition

Its second trade event will feature vintage pieces and contemporary collections.

Lydia Courteille Lips ring
TrendsFeb 13, 2024
Amanda’s Style File: Symbols of Love

When it comes to Valentine’s Day jewels, the fun doesn’t stop at hearts.

Nana and Jennifer
Events & AwardsFeb 13, 2024
First Responders Win BIJC’s Second ‘Together by Design’ Contest

The couple won a bespoke engagement ring set with a 1.44-carat fancy yellow diamond and designed by Michael Hogan.

×

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