The new “To Treasure, Now and Forever” campaign with Ms. James celebrates the longevity, beauty, and versatility of natural diamonds throughout all the roles one may play in life.
September 12, 2022: The Natural Diamond Council (NDC) announced the launch of its global advertising campaign with the sentiment: “To Treasure, Now and Forever”, featuring the freshly appointed British actor, Lily James, as Global Ambassador.
Having a diversified, international acting career, Ms. James has won many hearts with her starring roles in Cinderella and Downton Abbey. She is a celebrated Hollywood star who 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 epitome of natural diamonds,” says David Kellie, CEO of Natural Diamond Council. “With her recent Emmy nomination, Lily has been recognized as one of the leading actors in the world. 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.”
Ms. James shines in NDC’s 45-second campaign film, which captures scenes relevant to the myriad of roles Ms. James plays on and off camera. Set throughout London, where Ms. James resides, the film draws the eye to its heroine from the street, to set, and to stage.
A brand-agnostic, not-for-profit organisation celebrating the creativity and values of the natural diamond category, NDC’s campaign showcases a range of diamond jewellery styles from staples like tennis bracelets and necklaces, studs and hoops to original creations, including statement earrings or spiral bracelets. These pieces were sourced from independent designers, brands, and NDC’s official retail partners.