Bracelet designs

British actress Lily James to feature in new Natural Diamond Council global campaign

The Natural Diamond Council (NDC) has announced the imminent launch of its global advertising campaign with the sentiment: “To Treasure, Now and Forever” featuring new British actress Lily James as its global ambassador.

James has had a diverse international acting career and won many hearts with her starring roles in Cinderella and Downton Abbey. She is a famous Hollywood star who recently received her first Emmy nomination for Outstanding Lead Actress in a Limited Series for her portrayal of Pamela Anderson in Pam and Tommy. Ms. James’ upcoming feature film projects, Providence, and What’s love got to do with it directed by Shekhar Kapur are currently in production.

“Lily James is the epitome of modern natural diamonds,” said David Kellie, CEO of the Natural Diamond Council. “With her recent Emmy nomination, Lily has been recognized as one of the world’s leading actresses. The talent, versatility and authenticity she brings to the table are the perfect attributes to represent natural diamonds. We We are delighted to have her join us as we build on the success of another banner year for natural diamond jewelry.

The advertising strategy focuses primarily on digital video, including presence on premium TV channels, major OTT platforms and multiple digital avenues. The campaign will also air in the US, UK, France, UAE and China.

Lily James said, “I am so excited and proud to be the Global Ambassador for the Natural Diamond Council. It was enlightening to learn about the positive impact of the natural diamond industry around the world and its commitment to continuous improvement. I look forward to witnessing it up close in my new role.

NDC’s campaign showcases a range of diamond jewelry styles, from must-haves like tennis bracelets and necklaces, studs and hoops, to standout designs including statement earrings or spiral bracelets. All of these pieces are sourced from independent designers, brands and NDC. official business partners who will also lead the campaign through 2023 through a cooperative advertising program.

“Consumers today view every luxury purchase as a way to showcase their individuality and diamond jewelry is the perfect way to display the many facets of their personality. Our latest campaign encapsulates the varied roles that this modern audience flows through seamlessly, while maintaining its roots.” said Richa Singh, Managing Director, Natural Diamond Council, India & Middle East. “Lily James’s sparkling, effortless charm represents the next chapter in diamond jewelry who can cross various occasions and challenge traditional notions to create the perfect modern heirloom.”