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The Natural Diamond Council has released its second campaign with actress Ana de Armas. Image credit: Natural Diamond Council
The Natural Diamond Council has released its second campaign with actress Ana de Armas. Image credit: Natural Diamond Council

Hollywood star returns for natural diamond campaign

The Natural Diamond Council (NDC) – formerly known as the Diamond Producers Association – has revealed its second large-scale advertising campaign starring actress Ana de Armas.
David Kellie, CEO Natural Diamond Council
David Kellie, CEO Natural Diamond Council
"Diamond jewellery sales have seen record-breaking growth as we emerge from the pandemic"
David Kellie, Natural Diamond Council

De Armas, who is set to star in the upcoming James Bond film No Time To Die and is best-known for roles in Knives Out and Blade Runner 2049, was named the NDC’s international ‘face’ in 2020.

Her previous campaign for the organisation was distributed across the US, UK, Indian and Chinese markets last year.

David Kellie, CEO of the NDC, said, “Diamond jewellery sales have seen record-breaking growth as we emerge from the pandemic. Consumers are eager to create new memories and natural diamonds are synonymous with celebrating life's moments.

“We're thrilled to have Ana de Armas back with us for another year to share the magic of natural diamonds with a global audience,” he added.

The new campaign, named ‘Love Life’, features De Armas wearing a custom-made 11-piece diamond jewellery collection by jewellery designer Malyia McNaughton, who was part of the NDC’s Emerging Designers Diamond Initiative earlier this year.

Jeweller Malyia McNaughton designed the collection featured in the campaign.
Jeweller Malyia McNaughton designed the collection featured in the campaign.

It was filmed in Mallorca, Spain, directed by Manu Cossu and photographed by Sasha Marro and Molly SJ Lowe.

De Armas emphasises the “joy and hope” of the campaign, saying, “I hope that it inspires people to love stronger, to enjoy every minute and cherish the moments of happiness with their loved ones.

“It was an amazing experience working with this incredible team and I couldn't be happier to be working again with the Natural Diamond Council.”

Notably, McNaughton’s collection – which features current trends including “gender fluidity, heavy metal chains, and the marquise cut” – has been made available to international retailers to either stock or manufacture for the holiday season.
 

WATCH CAMPAIGN VIDEOS

 

 

 


More reading:
Diamond organisation launches new campaign with James Bond actress
Trade organisation partners with retail chain to promote natural diamonds
Diamond Producers Association unveils relaunch as Natural Diamond Council











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