Ana de Armas, star of Knives Out and the upcoming James Bond film No Time to Die, has become the first-ever celebrity to spearhead a global campaign for the Natural Diamond Council (NDC).
The ‘For Moments Like No Other’ campaign aims to highlight the versatile beauty of natural diamonds, promoting authenticity around diamond jewellery through education, trend reports and research.
The online platform, Only Natural Diamonds, features 125 pieces of unique jewellery from 30 designers from around the world, including the likes of big-name brands such as De Beers, Anita Ko and London Jewelers to the smaller artisan designer, such as Eriness based in Los Angeles.
It will also comprise insight from some of the world’s top diamond jewellery experts and a store directory where consumers will be directed to retailers.
The campaign – shot in coastal Portugal during the lockdown, directed by Manu Cossu and photographed by Camilla Åkrans – will be released on 20 September during the first ever virtual Emmy Awards.
“Ana is a true talent, and the dynamism she exemplifies is exactly what we seek to do daily in our support of the natural diamond industry,” said David Kellie, CEO of Natural Diamond Council. “This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It’s a more contemporary approach to the diamond dream, for meaningful moments large or small.”
Following its Emmys debut, the campaign will be featured in print media, including Vogue and Vanity Fair’s respective November 2020 issues, The New York Times, and at online publications ranging from Bustle to Who What Wear. It will, additionally, be featured on non-linear TV, from Hulu to Amazon Fire.
The UK is a major focus for Natural Diamond Council and British retailers who sign up to collaborate will be supported in a variety of ways, through online training courses, specific marketing material and styling inspiration to help drive traffic direct to retailers.
The campaign is the first move from the Natural Diamond Council following its rebrand in June. Previously known as the Diamond Producers Association, the company revealed its new identity, brand name and platform.