Natural Diamond Council’s Latest Campaign With Lily James Is Here

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.

Natural Diamond Council brand ambassador Lily James
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.  
She succeeded Ana de Armas, who fronted the “Moments Like No Other” campaign in 2020 and 2021.   
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.   
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.  

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