(PRESS RELEASE) NEW YORK — The Natural Diamond Council (NDC) announces actress Ana de Armas has signed on for another year of partnership and will star in the NDC’s next global “For Moments Like No Other” advertising campaign inspired by the manifesto of “Love Life,” an ode to celebrating the role of natural diamonds in creating new memories that await in a post-pandemic world. To note, Ms. De Armas will star in upcoming releases No Time To Die, Blonde, and Deep Water. The upcoming campaign, set to debut this September, will unveil NDC’s first-ever diamond jewelry collection designed by Brooklyn-based jewelry designer, Malyia McNaughton, a participant in the NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz. The NDC is now offering global retailers and manufacturers of diamond jewelry the opportunity to produce the same collection without copyright limitations for the Fall and Holiday 2021 seasons, timed to campaign’s release.
The Emerging Designers Diamond Initiative, which launched in January 2021 called upon BIPOC jewelry designers to apply for a $20K diamond credit. Ms. McNaughton was the first participant whose passion and appreciation for the allure and integrity of natural diamonds inspired the collaboration.
“We’re looking forward to sharing our new campaign with the industry. We believe that it will perfectly reflect the optimistic mood of consumers for the Fall and Holiday season. It’s been a pleasure working with Malyia to design the jewelry collection for the campaign and we believe that this too reflects a more confident and exciting interpretation for natural diamond jewelry.” — David Kellie, CEO Natural Diamond Council.
The upcoming “Love Life” campaign was shot in Europe and will depict a series of frames celebrating cherished life experiences like travel and relationships after a year of solitude. The new 11-piece NDC collection will adorn Ms. de Armas as she explores loving life again in a post-pandemic world. The jewelry was inspired by NDC’s previously identified Fall 2021 trends including heavy metal chains, gender free, and marquise cuts among others while leading with the “Love Life” essence.
In the NDC’s quest to further the natural diamond dream, the commercial opportunity from this campaign can be seized by manufacturers and retailers to adapt, produce, and stock the IP-protected designs for natural diamond exclusivity in alignment with the release of the campaign. Key jewelry manufacturers Rosy Blue, K.P. Sanghvi, and Leo Schacter are amongst the first to commit to producing the jewelry collection.
The NDC Official Retail Partners will once again have exclusive access to campaign assets for both co-op and in-store opportunities. For more information on how to become an NDC Official Partner, visit naturaldiamonds.com/official-partnerprogram-platform.
The Natural Diamond Council (NDC) advances diamonds’ desirability by publishing indepth and engaging features and trend reports, and sharing resources and information with consumers on the ultimate timelessness and singularity of this remarkable natural stone. The NDC also works to support the integrity of the natural diamond industry, providing transparency, and insight on the ethics, sustainability and progress of this sector.