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Lily James fronts new campaign from Natural Diamond Council

The Emmy Award-nominated actress promotes traditional, natural diamonds, wearing custom designed jewellery by Malyia McNaughton
September 8, 2022/20.11

Lily James is the new ambassador for the Natural Diamond Council, débuting in its global advertising campaign, with the tagline ‘To treasure, now and forever.’

The campaign has been filmed in London, where James resides.

‘Women self-purchasing natural diamond jewellery continues to be a dominant growth driver for the sector,’ said David Kellie, CEO of the Council. ‘A natural diamond jewellery purchase is a way to express reward, self-love, and individuality which we aim to personify through our campaign film. The diamond jewellery is a constant reminder of her deservingness no matter what she has going on.’

The campaign features tennis bracelets, necklaces, studs, hoops, statement earrings and spiral bracelets. The pieces were sourced from independent designers and brands, and from NDC’s official retail partners.

James wears jewellery especially created for the campaign, with earrings and bracelet based on the Soleil pendant designed by Malyia McNaughton.

Manu Cossu directed the campaign, and Sasha Marro and Molly S. J. Lowe photographed. Rebecca Corbin-Murray styled.

The 45-second spot will show predominantly on digital video. The stills will appear in print and digital forms, including transit shelters. It will appear in the US, UK, France, India, UAE and China.

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Filed by Lucire staff