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.
Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

Rough montana sapphire
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, Montana

Associate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.

Arunashi Fordite and Rhodolite Earrings
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite Earrings

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Susan Jacques and Al Gilbertson
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley Award

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Supreme Court stock image
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November

A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.

Weekly QuizSep 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
De Beers education app on mobile phone
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for That

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

Jacob and Co Loewe headphones
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. Headphones

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

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.

Tiffany & Co Favrile Beetle Necklace in Frankenstein
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

24 Karat Club banquet
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf Astoria

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo American’s Quellaveco copper mine in Peru
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The Mellon Blue diamond
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

Dianne Batista Phillips Auctions
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New York

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

Anastacia Lauren, Elle Jerge, Logan Nye
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship Winners

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

A street in Carlsbad California
Events & AwardsSep 08, 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.

National Jeweler columnist Peter Smith
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

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.

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.

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.

×

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