The Natural Diamond Council has unveiled its latest global campaign: ‘To Treasure, Now and Forever’, featuring the NDC’s latest Global Ambassador, Lily James.
James’ star continued to rise and she recently received her first Emmy nomination for Outstanding Lead Actress in a Limited Series for her performance as Pamela Anderson in “Pam & Tommy.”
“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 campaign sees James immersed in NDC’s natural diamond universe, serving as the main inspiration for the 45-second film which captures a series of scenes relevant to the myriad roles Ms. James plays on and off camera. Set across London – where James resides – the film draws attention to its heroine from the streets, on set and on stage. Every moment, big or small, is adorned with sparkling diamond jewelry, meant to signify life’s most meaningful adornments, underlining the film’s manifesto, “To Treasure, Now and Forever.”
The campaign was directed by Manu Cossu and photographed by Sasha Marro, in addition to Molly SJ Lowe. Rebecca Corbin-Murray provided fashion styling for James.
“Shooting the campaign in my home country was so special to me. Personally, I get sentimental about heirlooms and tokens that have been passed down. I love the element of closeness that wearing diamond jewelry brings. I’m thrilled to portray that familiar feeling to so many in my new role as NDC’s Global Ambassador,” said James, who’s upcoming feature film project, “Providence“, is in post-production.
“Women buying natural diamond jewelry themselves continue to be a major growth driver for the industry,” said Kristina Buckley Kayel, CEO of the Natural Diamond Council. “Today, women play many roles in life, and buying natural diamond jewelry is a way to express reward, self-love and individuality, which we aim to personify through our campaign film. Diamond jewelry is a constant reminder of her merit no matter what she has to do.
As a non-profit, brand-independent organization dedicated to celebrating the creativity and values of the natural diamond category, NDC’s campaign showcases a range of diamond jewelry styles from basics like bracelets and necklaces from tennis, studs and hoops, to original creations, including spiral earrings or bracelets. All of these pieces are sourced from independent designers, brands and official NDC retail partners, who will also drive the campaign through 2023 through a co-op advertising program.
Building on the success of previous NDC advertising campaigns, James wears jewelry specially created for the campaign that is IP protected and extensions of successful items, such as the Sun pendant, designed by Malyia McNaughton, an alumnus from NDC’s Emerging Designers Diamond initiative, which is now reinvented into earrings and a bracelet. The campaign-specific jewelry selection is available upon request and can be interpreted by retailers worldwide. All jewelry worn in the campaign will be featured in an immersive lookbook on a dedicated campaign website located at Naturaldiamonds.com, which received over 130 million unique visitors in 2021.
The advertising strategy focuses primarily on digital video, including presence on Hulu and Peacock streaming services. The campaign creative will run across print and digital media and will have an out-of-home presence at bus shelters in New York and Los Angeles markets. The campaign will also run in the UK, France, India, United Arab Emirates and China.
James is also the face of Versace.