Natural Diamond Council taps Lily James, Yohji hires Fabre, Chamberlain and Levi's

LANDING LILY: The Natural Diamond Council has unveiled its latest global campaign: "To Treasure, Now and Forever featuring the latest NDC Global Ambassador, Lily James.

James' star has been on the 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 modern embodiment of natural diamonds," said David Kellie, CEO of 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 thrilled 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 primary inspiration for the 45 Seconds film which captures a series of scenes relevant to the myriad of 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 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 represent that familiar feeling to so many in my new role as NDC's Global Ambassador," said James, whose upcoming feature film project, "Providence, is in the works. -production.

"Women buying natural diamond jewelry themselves continue to drive growth 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 going on. »

As a brand-independent non-profit organization dedicated to celebrating creativity and values In the natural diamond category, NDC's campaign showcases a range of diamond jewelry styles from staples like tennis bracelets and necklaces, studs and hoops, to standout designs including earrings. trend or spiral 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 are IP-protected and extensions of best-selling items, like the Sun Pendant, designed by Malyia McNaughton, an alumnus of NDC's Emerging Designers Diamond initiative, which is now reimagined as earrings and bracelet. The campaign-specific jewelry selection is available upon request and can be interpreted by retailers worldwide. All jewelry worn in the ca...