The National Diamond Council (NDC) has announced the reappointment of actress Ana de Armas as the group’s global ambassador.
Holding the position for a second consecutive year, de Armas will feature in the NDC’s “for moments like no other” advertising campaign.
The campaign is due to launch in September 2021, unveiling the group’s upcoming collection designed by Malyia McNaughton, a Brooklyn-based jewellery designer.
David Kellie, CEO at the NDC, said: “We’re looking forward to sharing our new campaign with the industry. We believe that it will perfectly reflect the optimistic mood of consumers for the holiday season.
“It’s been a pleasure working with Malyia to design the jewellery collection for the campaign and we believe that this too reflects a more confident and exciting interpretation for natural diamond jewellery.”
Based around the theme of “love life”, the new collection contains 11 pieces that will follow previously identified Autumn 2021 trends, such as heavy metal chains, gender free, and marquis cuts.
The NDC’s official retail partners will be provided with exclusive access to campaign assets for both co-op and in-store opportunities.