The Pure Diamond Council (NDC) has introduced the launch of its new international marketing campaign, To Treasure Now and Perpetually.
As a part of the brand new marketing campaign actress Lily James has signed on to be an envoy for the model.
The brand new marketing campaign goals to rejoice the flexibility of pure diamonds and the promotional shoot with James contains 4 appears to be like styled with quite a lot of pure diamonds.
The marketing campaign can be amplified by the NDC’s international retail companions together with luxurious impartial retailers akin to Razny, Hamilton Jewelers and London Jewelers.
David Kellie, CEO of NDC, mentioned: “The expertise, integrity, and authenticity Lily brings to the desk are the right attributes to signify pure diamonds. It was unbelievable visiting Botswana for the primary time together with her final yr and now reconnecting in New York to shoot this marketing campaign that can proceed to help so lots of our retail companions is really thrilling.”
James added: “After visiting Botswana and seeing the constructive impression the diamond mining trade has on the encircling communities and ecosystems, and studying about what goes into sustaining them, it made me wish to be much more intentional with the diamond jewelry I put on.
“For me, carrying pure diamonds is about celebrating the sentiment behind who gave me the diamonds and the particular second I consider once I put on them. It was so particular to launch my NDC ambassadorship with the To Treasure Now and Perpetually marketing campaign in my hometown of London. Now, to have the possibility to shoot this new marketing campaign in New York Metropolis, my house away from house, is a dream come true.”
The NDC is a worldwide organisation whose members’ operations span 4 continents and ten international locations together with Canada, South Africa, and Botswana.