Diamond mining company De Beers has made a groundbreaking decision by selecting Academy Award-winning actor Lupita Nyong’o as its inaugural global ambassador. Nyong’o’s role will be to represent the brand in their latest campaign, titled ‘De Beers: Where It Begins,’ which aims to highlight the rich history and heritage of the company. The campaign will feature Nyong’o as she discovers a rough diamond and witnesses its remarkable transformation into breathtaking jewelry. This captivating campaign, captured by the talented photographer and director Lachlan Bailey, is set to launch worldwide on November 3rd.
In addition to her involvement in the campaign, Nyong’o will also play a key role in supporting De Beers’ ‘Building Forever’ commitment. This initiative is focused on empowering women and girls in areas where the company’s diamonds are found. De Beers has set ambitious targets for this commitment, including engaging 10,000 girls in STEM education, supporting 10,000 women entrepreneurs, and investing a minimum of $10 million in southern Africa by 2030. By partnering with Nyong’o, De Beers aims to bring attention to these goals and create a lasting impact.
Speaking about the partnership, Marc Jacheet, the CEO of De Beers’ brands, expressed his admiration for Nyong’o, citing her charm and elegance as the embodiment of infinite possibilities. He also highlighted Nyong’o’s representation of modern and responsible luxury, making her an ideal fit for the brand. Jacheet emphasized De Beers’ pride in having Nyong’o as their global ambassador, and assured her of the company’s unwavering support as she embarks on this exciting endeavor.
Nyong’o herself expressed her deep honor at being chosen as De Beers’ first global ambassador. She spoke passionately about her belief in the transformative power of wearing De Beers’ diamond creations, and stressed the importance of understanding the origin and positive impact of these precious stones. Furthermore, Nyong’o expressed her enthusiasm for supporting and empowering women and girls around the world through her partnership with De Beers.
In summary, De Beers’ decision to partner with Lupita Nyong’o as their global ambassador demonstrates their commitment to showcasing their heritage and advocating for women and girls worldwide. This collaboration aims to raise awareness and make a positive impact in the communities where De Beers operates. Through their shared vision and values, De Beers and Nyong’o aspire to inspire and transform the lives of individuals while celebrating the beauty and significance of diamonds.
Useful links:
1. De Beers Official Website
2. Lupita Nyong’o Official Website
