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

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Sothebys Watchcheck
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair Services

The auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.

Swarovski lab-grown diamond Galaxy earrings
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024

The company also noted record sales in the United States and a strong performance in its jewelry category.

Branko Gems
SourcingMar 21, 2025
BrankoGems To Hold Conference in Montana

The event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.

Til Death Ring by Marrow Fine
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ Ring

After the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.

Korman Fine Jewelry Austin store
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size

The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.

JCK Rocks 2025
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason Derulo

The rapper and singer-songwriter will perform at Tao Beach on June 8.

Conversations with Chris Ploof YouTube Video Series
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series

“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Lab-grown diamond engagement ring
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining Sales

The moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.

Zoë Kravitz in Rush Hour Collection
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office Wear

The “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.

Gallet Flying Officer watch
WatchesMar 19, 2025
Breitling Acquires Another Watch Brand From the 1800s

Breitling is reviving Gallet, which was founded in 1826 and is known for making watches used in the early days of long-distance travel.

×

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