Trade Organisations

Natural Diamond Council launches celebrity campaign

The Natural Diamond Council (NDC) has announced the launch of its first ever celebrity campaign, which will be fronted by actress Ana de Armas. 

De Armas most recently received a Golden Globe nomination for her role in Knives Out, and will soon appear in the upcoming James Bond film, No Time to Die. 

The new campaign, led by de Armas, was developed to “celebrate the myriad connections with which natural diamonds are worn or exchanged”, and to bring awareness to the Natural Diamond Council’s ‘Only Natural Diamonds’ online platform. 

The campaign was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans. It is set to be released on 20 September, 2020, during the first ever virtual Emmy Awards

Teasers will be dropped in the weeks leading up to the ceremony, and information about the campaign will appear on the NDC’s website from today (16 September). 

The campaign’s 30-second hero spot will be complemented by a series of shorter video segments, spotlighting various relationships portrayed from the clip. 

De Armas is seen in settings with friends, with a parent, and with a partner, emphasising that “diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection”. 

Following its Emmys debut, the campaign will also be featured in print media, including Vogue and Vanity Fair’s respective November 2020 issues, as well as The New York Times. It will also be featured on non-linear TV, including Hulu and Amazon Fire. 

De Armas said: “I love thinking of diamonds this way, as special emblems of even the small personal moments in our lives. They represent joy and warmth and beauty.” 

 David Kellie, CEO of Natural Diamond Council, said: “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.

“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.” 

A selection of the designers and brands featured in the campaign include: Anita Ko, KATKIM Fine Jewelry, De Beers Jewellers, Ana Khouri, Delfina Delettrez, Gabriel & Co, Zoe Chicco, Eriness, London Jewelers, Jade Trau, Lorraine Schwartz, Suzanne Kalan, Fernando Jorge, Vanleles, Foundrae, Marla Aaron, Nikos Koulis and more. 

The NDC currently represents seven of the world’s leading diamond producers, all of which must follow the group’s ethical codes, with an emphasis on mindful and sustainable mining practices and the support of women and families in diamond-mining communities. 

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