GradingOct 21, 2022
De Beers Promotes 4 Internally, Neil Ventura ExitsSourcingOct 26, 2022
De Beers Names Lupita Nyong’o as First Global Ambassador
The actor will star in its new campaign and support its charitable initiatives for women and girls in southern Africa.
De Beers has named Lupita Nyong’o as its first global ambassador. Here, she is wearing jewels from De Beers’ “Enchanted Lotus” collection.
London—De Beers has named Academy Award-winning actor Lupita Nyong’o as its first global ambassador.
Nyong’o will star in its new brand campaign, “De Beers: Where It Begins.”
Australian photographer and director Lachlan Bailey will follow Nyong’o alongside the diamond’s journey from rough stone to finished jewelry.
“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” said Marc Jacheet, CEO De Beers Brands. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us.”
Nyong’o has starred in “12 Years A Slave,” “Star Wars,” “Us,” “Black Panther,” and “Wakanda Forever.”
She was the first Kenyan and Mexican to win an Academy Award for Best Supporting Actress, and, in 2020, Forbes named her one of Africa’s 50 Most Powerful Women.
“I’m honored to be the first global ambassador for De Beers,” said Nyong’o.
“This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
As a brand ambassador, she will support De Beers’ “Building Forever” commitment, which advocates for women and girls in diamond communities.
De Beers is part-owned by the citizens of Botswana, Namibia, and South Africa.
Nyong’o and the company will work together towards De Beers’ goals of engaging 10,000 girls in STEM, supporting 10,000 women entrepreneurs, and investing at least $10 million across southern Africa. The plan is to achieve these goals by 2030.
The campaign will launch globally on Nov.3.
Related stories will be right here …
Nyong’o will star in its new brand campaign, “De Beers: Where It Begins.”
Australian photographer and director Lachlan Bailey will follow Nyong’o alongside the diamond’s journey from rough stone to finished jewelry.
“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” said Marc Jacheet, CEO De Beers Brands. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us.”
Nyong’o has starred in “12 Years A Slave,” “Star Wars,” “Us,” “Black Panther,” and “Wakanda Forever.”
She was the first Kenyan and Mexican to win an Academy Award for Best Supporting Actress, and, in 2020, Forbes named her one of Africa’s 50 Most Powerful Women.
The campaign film will follow Nyong’o as she travels along the diamond’s journey from rough stone to finished jewelry.
“I’m honored to be the first global ambassador for De Beers,” said Nyong’o.
“This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
As a brand ambassador, she will support De Beers’ “Building Forever” commitment, which advocates for women and girls in diamond communities.
De Beers is part-owned by the citizens of Botswana, Namibia, and South Africa.
Nyong’o and the company will work together towards De Beers’ goals of engaging 10,000 girls in STEM, supporting 10,000 women entrepreneurs, and investing at least $10 million across southern Africa. The plan is to achieve these goals by 2030.
The campaign will launch globally on Nov.3.
More on Sourcing
The Latest
MajorsNov 21, 2025
Natural Diamond Council Names New CEOAmber Pepper’s main focus will be on digital innovation and engaging younger consumers.
CollectionsNov 21, 2025
Piece of the Week: Melissa Kaye’s ‘Rocky Infinity’ NecklaceThe lariat necklace features a 4.88-carat oval-cut Zambian emerald in 18-karat yellow gold.
AuctionsNov 20, 2025
Vanderbilt Jewels Shine at Phillips Sale, Pink Diamond WithdrawnA 43-carat sapphire brooch from the Vanderbilt collection was the top lot of the Geneva sale.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsNov 20, 2025
Rebecca Rau Jewels Debuts With ‘Then & Now’ CollectionRau is a fourth-generation art and antique dealer from M.S. Rau gallery whose first jewelry collection merges artifacts with modern design.
Weekly QuizNov 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesNov 20, 2025
RJC Names New Executive DirectorFormer De Beers sustainability leader Purvi Shah will take over the role in February 2026.
WatchesNov 20, 2025
LVMH Takes Minority Stake in Citizen Group-Owned Movement Maker La Joux-Perret is based in La Chaux-de-Fonds, Switzerland, and makes solar quartz as well as mechanical watch movements.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
GradingNov 20, 2025
Julia Griffith Joins SSEF as Head of EducationShe previously taught at Gem-A and is the founder of The Gem Academy.
CollectionsNov 19, 2025
Larkspur & Hawk Celebrates 25 Years With Helena Bonham Carter CampaignThe British actress and her daughter modeled pieces from the brand’s new “Palette” capsule for its “Once Upon a Time” holiday campaign.
TechnologyNov 19, 2025
Google Has a New Form for Reporting ‘Review Bombing’ Attacks Plus, the tech giant shares the steps retailers should take if they believe they’re a victim of a review extortion scam.
IndependentsNov 19, 2025
Houston Jeweler Keith Shaftel Retires, Next Generation Steps In Danny and Gaby Shaftel are now Shaftel Diamonds’ CEO and chief operating officer, respectively.
TrendsNov 19, 2025
Midas Chain Releases 2025 Holiday Style GuideThe jewelry manufacturer’s seasonal offering features its new “Melodie” bangles, as well as mini stud earrings and layering pieces.
Events & AwardsNov 18, 2025
NYC Jewelry Week 2025: 12 Must-See EventsWith more than 140 activations taking place in New York City now through Nov. 23, these 12 events are can’t-miss moments.
MajorsNov 18, 2025
Lugano Diamonds Files for Bankruptcy, Looking for BuyerThe Chapter 11 filing follows the resignation of CEO Moti Ferder, who stepped down after an investigation into the company’s finances.
Events & AwardsNov 18, 2025
A Giant, Bejeweled Moldy Berry Is on Display in LAThe artwork is part of an exhibition featuring works by Kathleen Ryan, an artist known for her gemstone-studded rotting fruit sculptures.
CrimeNov 17, 2025
Police Searching for 2 Suspects in Murder of Father, Son Jewelers Faustino Alamo Dominguez and his son, 25-year-old Luis Angel Alamo, were gunned down following an armed robbery at their jewelry store.
GradingNov 17, 2025
IGI Announces New President of North AmericaTiffany & Co. veteran Jeffrey Bennett has stepped into the role.
MajorsNov 17, 2025
Look Inside Robbins Brothers Fine Jewelers’ New Pasadena FlagshipThe showroom is located in a historic 1920s building in the Playhouse District.
Policies & IssuesNov 14, 2025
U.S., Switzerland Reach Deal That Drops Tariff to 15%The Swiss government announced the deal, which cuts the tax on Swiss imports by more than half, on social media Friday morning.
AuctionsNov 14, 2025
Napoleon’s Diamond Brooch Blows Away Auction Estimates A buyer paid $4.4 million for the piece, which Napoleon wore on his hat for special occasions and left behind when he fled Waterloo.
FinancialsNov 14, 2025
Richemont’s Q2 Jewelry Sales Up 12%Plus, how tariffs and the rising price of gold are affecting its watch and jewelry brands.
CollectionsNov 14, 2025
Piece of the Week: Silvia Furmanovich’s ‘Butterflies in Flight’ Jewelry BoxFurmanovich designed the box to hold Mellerio’s “Color Queen,” a high jewelry collection consisting of 10 rings.
Events & AwardsNov 14, 2025
JCK Names New Event DirectorJennifer Hopf, who has been with JCK since 2022, will lead the execution of the long-running jewelry trade show.
IndependentsNov 13, 2025
127-Year-Old New Orleans Jeweler to CloseAdler’s Jewelry is set to close its two stores as 82-year-old owner Coleman E. Adler II retires.
IndependentsNov 13, 2025
Green Lake Jewelry Works to Move to New Seattle StudioFounder Jim Tuttle shared how a dedication to craftsmanship and meaningful custom jewelry fueled the retailer’s double-digit growth.
MajorsNov 13, 2025
Vahan Jewelry Founder Leon ‘Sacha’ Der Calousdian Dies at 85The third-generation jeweler is remembered as a passionate creative with a love of art, traveling and sailboat racing.
