The Natural Diamond Council has launched its latest global campaign, titled “To Treasure Now and Forever,” to promote the beauty and authenticity of natural diamonds. The campaign seeks to shift the focus away from lab-grown diamonds and instead emphasize the value of natural diamonds. Leading the campaign is none other than acclaimed actor Lily James, who showcases the versatility of natural diamonds through four distinct looks.
Renowned photographer Cass Bird captured the campaign in the vibrant city of New York, with James styling various natural diamond pieces to represent different moments in life. Whether she’s sporting casual streetwear, power tailoring, sophisticated evening wear, or full-blown glamour for a night out, James effortlessly demonstrates how natural diamonds can enhance any outfit.
The Natural Diamond Council has collaborated with its global retail partners, including luxury independent retailers such as Razny, Hamilton Jewelers, and London Jewelers in the US, to amplify the campaign. By showcasing the beauty and versatility of natural diamonds, the campaign aims to support its retail partners and generate interest in these timeless gems.
CEO of the Natural Diamond Council, David Kellie, expressed his excitement about collaborating with Lily James and acknowledged the impact she can make as the face of the campaign. Kellie emphasized James’ talent, integrity, and authenticity as qualities that perfectly represent natural diamonds. He believes that the campaign will not only showcase the beauty of natural diamonds but also highlight the positive impact of the diamond mining industry on communities and ecosystems.
Lily James, who has been the NDC Global Ambassador since September 2022, has a personal connection to the diamond industry. Her visit to Botswana allowed her to witness firsthand the positive influence of diamond mining on communities and ecosystems. This experience further solidified her commitment to choosing diamond jewelry with intention.
The “To Treasure Now and Forever” campaign is a powerful declaration from the Natural Diamond Council. By featuring Lily James and showcasing the versatility and beauty of natural diamonds, the campaign aims to reignite interest in these precious gems and highlight their continued significance in the world of fashion and luxury.
Useful links:
1. Natural Diamond Council Official Website
2. Campaigns by the Natural Diamond Council
