Lily James diamond campaign

Natural Diamond Council Names Lily James as New “Global Ambassador”

The Natural Diamond Council (NDC) has announced the “imminent launch” of a new global advertising campaign titled “To Treasure, Now and Forever” featuring a new “Global Ambassador” for the brand, British actor Lily James, Diamond World reports.


James, who starred in Cinderella and Downton Abbey, and recently received her first Emmy nomination for Outstanding Lead Actress in a Limited Series for her performance as Pamela Anderson in Pam & Tommy, is the “modern epitome of natural diamonds,” according to David Kellie, CEO of Natural Diamond Council. “[…] The talent, versatility, and authenticity she brings to the table are the perfect attributes to represent natural diamonds […].”


Lily James natural diamond council
Credit: Natural Diamond Council

In a new 45-second campaign film, James is shown in scenes throughout London, “.[…]  from street, to set, and to stage. Each moment, whether big or small, is decorated by life’s most meaningful adornments, sparkling pieces of diamond jewelry underscoring the film’s manifesto, “To Treasure, Now and Forever.” 



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