The Natural Diamond Council has unveiled the next chapter in its “Real. Rare. Responsible.” campaign with its Global Ambassador Lily James.
“Shooting this new campaign with Natural Diamond Council was a once-in-a-lifetime adventure,” James said of her latest campaign. “Natural diamonds are the oldest, organic heirlooms on Earth and there are so many steps the industry takes to protect the local and Indigenous communities, environment and animals surrounding the mines. It was so incredible to witness the conservation efforts in motion.”
The campaign takes consumers along for the journey of the natural diamond alongside a discovery trip with the Emmy-nominated actress through the world’s third-largest diamond-producing region, the Northwest Territories of Canada. “Formed deep within the Earth billions of years ago, it was important that we capture natural diamonds in their natural element for our new campaign,” said David Kellie, NDC’s chief executive officer.
“Canada plays an integral role within the natural diamond industry. While people tend to more commonly associate countries in southern Africa as leading natural diamond producers, Canada is also vital and it’s paramount we share the incredible conservation efforts taking place in the Northwest Territories with consumers,” Kellie said. “The natural diamond industry is one of the most highly regulated and responsible mining industries in the world and you can trust that wherever your natural diamond is from: land, wildlife and local and indigenous communities are a top priority.”
The trip included a visit to diamond destinations such as the remote De Beers Canada / Gahcho Kué Diamond Mine site, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear diamond, to discover how they keep the entire supply chain local. “I had the honor of visiting the Gahcho Kué mine where we met environmentalist Mason Elwood,” James said, pointing out a highlight of her journey. “He stays outside to monitor the water to make sure it never changes. He checks several times a day, all year, including during the freezing cold temperatures.”
The NDC debuted the global platform Real. Rare. Responsible. in May to highlight the inherent beauty, scarcity and ethical sourcing of natural diamonds while shining a light on the moral obligations of the diamond industry worldwide. The latest campaign rolls out with images and additional video components debuting in the fall, amplified by the NDC’s global retail partners including luxury independent retailers such as Hamilton Jewelers, London Jewelers and Bachendorf’s in the U.S.
James, seen last year in the critically acclaimed film “Iron Claw,” was named Global Ambassador of the NDC in 2022, previously fronting the “To Treasure, Now and Forever” campaign. “I am honored as NDC’s Global Ambassador to have been able to travel to such an extraordinary place,” James said.
“Seeing the landscape of the boreal forest and the natural phenomena like the aurora borealis was an experience I will never forget. I thoroughly enjoyed visiting this place to witness firsthand the positive impact of the global diamond mining industry,” she said.
