Lily James is new ambassador for Natural Diamond Council

By

Nigel TAYLOR

Published
Sep 13, 2022

The Natural Diamond Council (NDC) has a new celebrity ambassador, actor Lily James. She is set to ‘shine’ in its upcoming global ad campaign and is its main inspiration for the 45-second 'To Treasure, Now and Forever' campaign film.

We're told it "captures a series of scenes relevant to the myriad of roles she plays on and off camera", the former including Cinderella, Downton Abbey and as Pamela Anderson in the series Pam & Tommy. 

Set throughout London, where James lives, the film “draws the eye to its heroine from street, to set, and to stage”. Each moment, whether big or small, “is decorated by life's most meaningful adornments, sparkling pieces of diamond jewellery underscoring the film's manifesto”.

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NDC's campaign showcases a range of diamond jewellery styles from staples such as tennis bracelets and necklaces, studs and hoops, to original creations including statement earrings or spiral bracelets. All of the pieces were sourced from independent designers, brands, and NDC's official retail partners who will also run the campaign into 2023 through a co-op advertising programme.

All jewellery worn in the campaign will also be showcased in an immersive look book on a dedicated campaign website located on naturaldiamonds.com.

The advertising strategy focuses predominantly on digital video including presence on premium television channels, leading OTT platforms and across multiple digital avenues. The campaign will  run in the UK, US, France, UAE, and China.

"Lily James is the modern epitome of natural diamonds," said David Kellie, CEO of NDC. "The talent, versatility, and authenticity she brings to the table are the perfect attributes to represent natural diamonds. We are thrilled to have her join us as we build upon the success of another record-breaking year for natural diamond jewellery."