The Natural Diamond Council (NDC) has unveiled a new advertising campaign, To Treasure Now and Forever, featuring British actress Lily James as global ambassador. 

The campaign also showcases a range of diamond jewellery styles from staples to original creations, all sourced from independent designers, brands and NDC’s official retail partners who will also run the campaign into 2023 through a co-op advertising programme.

Known for her roles in Hollywood movies Mamma Mia and Cinderella, James recently received her first Emmy nomination for outstanding lead actress in a limited series for her performance as Pamela Anderson in Pam & Tommy. 

To Treasures Now and Forever builds upon the success of NDC’s previous advertising campaigns. The diamond jewellery that James dons was specifically created for the campaign, according to the council. The jewellery pieces are IP-protected and are extensions of bestsellers such as the Soleil pendant designed by Malyia McNaughton, an alumna of the Emerging Designers Diamond Initiative, which is now reimagined as earrings and a bracelet. 

These campaign-specific jewellery pieces are available upon request and can be interpreted by retailers globally. NDC said the advertising strategy focuses predominantly on digital video including presence on streaming services, Hulu and Peacock. Campaign creatives will run across print and digital media outlets and be present out-of-home in transit shelters in the New York and Los Angeles markets. The campaign will also run in the UK, France, India, UAE and China.