Sourcing

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.  

 Related stories will be right here … 

The Latest

Exterior and entryway of Boucheron’s Los Angeles Flagship
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast Flagship

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

Exterior of Marco Bicego Milan Flagship
MajorsJul 02, 2025
Marco Bicego Opens Milan Flagship

The new location continues the brand’s celebration of its 25th anniversary.

Chrono24 Time Is Our Thing campaign image
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New Campaign

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Counterfeit Pandora jewelry in bags and boxes
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

Weekly QuizJul 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Cast Issa Rae
MajorsJul 01, 2025
Cast Closes Business, Plans for Relaunch

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

Eve Goldberg, Matthew Denatale, Willie Lopez, Benjamin Goldberg
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship Program

The company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Elie Hannoush
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

Claire’s store
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report Says

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Mindi Mond Spike Earrings
TrendsJul 01, 2025
Amanda’s Style File: Red Hot Rubies

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

The Story of Everything Campaign, Toadstool Mushroom and Cosmic Egg
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

Smart Age Solutions CEO Emmanuel Raheb
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry Sales

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

Morgan Keefe
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education Scholarship

This year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.

The Jewelry Book
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry

“The Jewelry Book” comes out this September.

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy