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.

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.
The Latest

Watch as Edahn Golan, Sherry Smith and Avi Levy join Michelle Graff to talk pricing and trends in this controversial corner of the market.

A classic diamond tennis necklace gets a whole lot cooler with a removable pendant.

Associate Editor Lauren McLemore recently spoke with Columbia Gem House’s Eric Braunwart about the uptick in non-traditional gemstone cuts.

Awareness is essential to proactive protection. Learn how to promote and maintain safety and security awareness in your business.

“Pre-Owned Luxury by Rocksbox” offers secondhand jewelry from Kay, Zales, and Jared to members and non-members.


The museum is asking for the public’s help in finding thousands of pieces of ancient gold jewelry and gemstones stolen from a storeroom.

The company was recognized for one of its private-label, consumer-focused jewelry care lines.

Do you always want the right diamonds at the right price in your store? Introducing Dialog, the world’s first diamond subscription service.

A rare Chaumet necklace and 20th-century sapphire ring sold for double their estimates.

Shoppers also expressed concern about rising prices, higher interest rates, and political uncertainty.

Participants from the first round of grants saw up to a 900 percent increase in their platinum sales.

According to the watchmaker, it features the first light-powered atomic timekeeping moon phase movement.

The former teacher, described as “a pioneer for women-owned businesses,” opened her own jewelry store in 1980.

The contest is now open for submissions until Oct. 10.

The annual event will return to Rosemont, Illinois next August.

According to SpendingPulse, retail sales will increase in November and December but not necessarily for jewelers.

Police say Douglas Wayne Gamble also swapped natural diamonds for synthetic stones and failed to return customers’ repairs.

The designer just launched a new bridal range at Kay Jewelers.

Yunjo Lee has also worked on collections for Tiffany & Co. with Paloma Picasso and Frank Gehry.

Steve Levine joins the family-owned company, while his brother Gary has a new position.

The company has filed complaints against Royal Chain and Samuel B.

The two-stone style benefits from two-toned metal.

The event is moving just outside of Denver.

The company just rolled out “Timex Rewound,” a new takeback and resale program.

The lab confirmed it did not send the message.

Reginald Brack has worked at StockX and Christie’s.

The second installment of “To Treasure Now and Forever” is intended to emphasize diamonds’ versatility.