MajorsSep 05, 2023
David Yurman Taps Sofia Richie Grainge for Fall Campaign SourcingSep 21, 2023
Natural Diamond Council’s Latest Campaign With Lily James Is Here
The second installment of “To Treasure Now and Forever” is intended to emphasize diamonds’ versatility.
Lily James became the face of the Natural Diamond Council in 2022. In this shot for NDC’s “To Treasure Now and Forever” campaign, the British actress wears the “Cicada” necklace from Hamilton Jewelers along with a stack of bracelets from Anita Ko, Brevani, and Norman Silverman. Her earrings are from Maria Tash, Orr’s Jewelers, Anita Ko, and Brevani (not all visible), and the rings are De Beers Forevermark and Aucoin Hart.
New York—The Natural Diamond Council recently rolled out the latest images for its global advertising campaign starring Lily James, and they will be available for retailers to use through 2024.
“To Treasure Now and Forever” first launched last fall when NDC signed the British actress as its second global ambassador.
James made her debut on British television in 2010. Her introduction to U.S. audiences came in 2013 when she played Lady Rose on “Downton Abbey.”
She played the titular character in the 2015 live-action adaptation of “Cinderella” and received Emmy and Golden Globe nominations for portraying Pam Anderson in the 2022 Hulu miniseries “Pam & Tommy.”
Next month, she’ll star alongside Kristin Scott Thomas in the play “Lyonesse” in London’s West End.
Watch: Behind the Scenes With Lily James
For the second iteration of To Treasure Now and Forever, James donned four different outfits paired with natural diamond jewelry from a variety of designers including Anita Ko and Norman Silverman as well as from independent jewelers such as Greenwich St. Jewelers and Material Good in New York and Louisiana’s Aucoin Hart Jewelers.
The idea behind the shoot, NDC said, was to show off diamonds’ ability to go from day to night.
The looks range from casual, like a couple of diamond tennis necklaces worn with a white tank top and jeans, to more formal, with James pictured on a New York City street at night wearing a black dress with a diamond choker, ring, stacks of bangles, and a trio of huggie hoop earrings.
NDC calls this looks from the campaign “Denim & Diamonds.” Here, brand ambassador Lily James is wearing rings from Norman Silverman. Her earrings and necklaces are from Aucoin Hart Jewelers.
The “Diamonds Off Duty” outfit features a Kwiat bangle, choker necklaces from Greenwich St. Jewelers and Aucoin Hart, earrings from Orr’s Jewelers, and rings from Orr’s and Aucoin Hart. The diamond “smile” necklace is from Orr’s as well, while Norman Silverman designed the long pendant necklace.
One of the two more formal looks in the campaign, “Celebration” showcases drop earrings from Material Good, bracelets from Anita Ko and Aucoin Hart, and an Aucoin Hart engagement ring.
Photographer Cass Bird shot the campaign, while Rebecca Corbin-Murray styled James and The Wall Group’s Halley Brisker and Valeria Ferreira did her hair and makeup.
The Natural Diamond Council’s latest effort to promote natural diamonds comes at a time when diamond jewelry sales are lowering from pandemic highs and there is increased competition with lab-grown diamonds.
Earlier this month, De Beers Group announced it would be refreshing its “Seize the Day” category campaign from the 1990s and resurrecting “A Diamond Is Forever” in a $20 million effort to bolster demand for natural diamonds in the United States and China this holiday season.
It also said Lightbox, its lab-grown diamond brand, would no longer sell engagement rings, ending a short-lived test.
To Treasure Now and Forever will run through 2024 and be utilized by NDC retail partners such as Razny Jewelers and Hamilton Jewelers in the U.S., Chow Tai Fook in China, and Malabar in the United Arab Emirates.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD CampaignThe annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ NecklaceThe statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.
MajorsMar 07, 2025
Borsheims Names New Senior Security and Facilities ManagerLongtime employee Kyle Slosson has been promoted to the role.
Brought to you by
Have a Plan for EmergenciesEmergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.
IndependentsMar 06, 2025
Wixon Jewelers to Close After 37 YearsFirst-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.
Weekly QuizMar 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 06, 2025
Guzema, 3.1 Phillip Lim Collab on New ‘Snake’ DesignsThe limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.
IndependentsMar 06, 2025
Stephen Barnes Is the New Owner of IJOAfter more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.
Brought to you by
A Diamond ETF is the Way to Reinvigorate Natural Diamond SalesThe jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.
Events & AwardsMar 06, 2025
Borsheims’ ‘Ike-It’ Award Goes to JewelerSenior Jeweler Jay Wolff was named employee of the year.
MajorsMar 05, 2025
Neiman Marcus’ Dallas Flagship Store to Close, Confirms Saks GlobalThe 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.
AuctionsMar 05, 2025
Sotheby's To Auction 51 ‘Alien’ WatchesThe upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.
MajorsMar 05, 2025
Jewelers of America Unveils 3-Year Strategic Plan The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.
Events & AwardsMar 05, 2025
92NY Accepting 2025 Jewelry Artist Residency ApplicationsThe application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.
CrimeMar 04, 2025
4 Suspects Arrested in Fatal Armed Robbery of California Jewelry Store Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.
CrimeMar 04, 2025
NYC Diamond Dealer Pleads Guilty to Lab-Grown Diamond SwapsManashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.
TrendsMar 04, 2025
Amanda’s Style File: Peaceful and Powerful AquamarineThe March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.
ColumnistsMar 04, 2025
The Smart Lab: Using Online Events to Supercharge Sales Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.
EditorsMar 03, 2025
Drop Necklaces, Archival Pieces Take Over at the 2025 OscarsFrom Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.
Policies & IssuesMar 03, 2025
Customs Indefinitely Postpones Requirement to Disclose Country of MiningOriginally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”
SurveysMar 03, 2025
Consumer Confidence Fell in February Amid Concerns About the FutureThe recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.
Events & AwardsMar 03, 2025
AGA Now Accepting Applications for Its Gemological Education Scholarship The application period for the program is now open for aspiring gemologists around the world.
CollectionsFeb 28, 2025
Piece of the Week: Ironhorse Quillwork EarringsThe work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.
AuctionsFeb 28, 2025
300-Year-Old Ring With Ties to Witch Trial Judge Up for Auction A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.
Recorded WebinarsFeb 28, 2025
Watch: 2025 Jewelry Trends ForecastFine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.
TrendsFeb 27, 2025
Model Winnie Harlow Says ‘Yes’ to 3-Stone Engagement RingHarlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.
MajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora CampaignThe Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.
Events & AwardsFeb 27, 2025
JA to Host Workshop During Alabama Jewelers Association ConventionThe learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.
