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
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
Events & AwardsJul 20, 2026
TJS Accepting Speaker Proposals for 2027 EventOrganizers are looking for presentations on topics like manufacturing, technology and research, bench work, gemstones, and sustainability.
CollectionsJul 17, 2026
HOWL Taps Shailene Woodley for ‘Home Sweet Home’ CampaignWoodley is seen in the campaign wearing our Piece of the Week, the “Frida” collar featuring 13 pieces of hand-carved Venetian glass.
SourcingJul 17, 2026
U.K. Woman Pays £5 for £15K Diamond Ring at Car Boot SaleA WeBuyVintage jewelry expert uncovered how much the flea market find was actually worth.
SourcingJul 17, 2026
Diamond Dealer Jeff Pancis Pens MemoirThe founder of natural colored diamond wholesaler Pancis Gems shares stories from his five decades in the industry.
Events & AwardsJul 17, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
EditorsJul 16, 2026
Q&A: Guzema’s Co-Owners On Its US Expansion, 10-Year AnniversaryValeriya Guzema and Mariana Lenha look back on the last decade and discuss the Ukrainian brand’s first U.S. store.
