To get a sense of the new “Love Life” advertising campaign from the Natural Diamond Council, you need only look at the sensual, nature-inspired shapes of the rings, pendants, and earrings on its global ambassador, actress Ana de Armas.
Shot in Mallorca, the campaign features an 11-piece diamond jewelry collection custom-designed by the Brooklyn, N.Y.–based jewelry designer Malyia McNaughton. The lustrous Soleil pendant encourages its wearer to seek sunlight, travel, and adventure. The Fountain earrings are a throwback to elegance and summer nights. And the dynamic Two Finger Wrap ring evokes the warmth of connection and even a hint of infatuation.
The goal for the NDC’s second global For Moments Like No Other advertising campaign is, in part, to highlight life’s grand moments and collective gratitude for love and friendship, as well as the importance of seeing the magic in the everyday, Natural Diamond Council officials said in announcing the “Love Life” theme, photographs, and websites.
The feeling the campaign seeks to create is “hat natural diamonds play a pivotal role in expressing and embodying a range of moments, from everyday style to a glamourous night out to making an individual statement as you create new memories during your experiences,” says Kristina Buckley Kayel, the council’s Managing Director of North America.
“With just 11 pieces, we were able to express this range with styles that spanned edgy, new classic, bold and refined,” Kayel says. “There are no rules for diamond jewelry today and the versatility, sentimentality, and individuality that natural diamonds exude makes them an unparalleled luxury.”
The “Love Life” theme also speaks to de Armas, who captured audiences through her charismatic performance in Knives Out, which was a pandemic hit for Amazon Prime. The campaign’s film and photographs of the actress feel like an invitation—to socialize outdoors with those you love and bring organic experiences into your life, including natural diamonds.
“Ana is an incredible talent and natural beauty who is just at the cusp of her stardom,” Kayel says. “Her journey reflects her passion, authenticity, and integrity-traits that are synonymous with the values of natural diamonds. Ana also innately possesses both an empowering and playful spirit that inspires and energizes, which I think the campaign brings out, inviting others to embrace life and its many forms of joy.”
Along with its campaign, what makes this collection stand out is its blending of jewelry’s top trends, including gender fluidity through its Open Signet ring, heavy metal chains like its Embrace Link bracelet, and the marquise cut.
McNaughton said on the NDC website for the campaign that she wanted the collection to feel classic yet also take on new ideas, such as embracing pieces that could be both feminine and masculine. The collection will be featured on the Made by Malyia website, and it will also be available through retailers globally this holiday.
“The campaign’s manifesto—‘Love Life’—really resonated, because I feel jewelry has that innate ability. It helps to form and solidify life’s moments, whether big or small,” McNaughton said on the campaign website, noting her admiration for natural diamonds.
“With the natural world being such a big inspiration for me, and being able to use such an extraordinary natural resource,” McNaughton continued, “I just think [natural diamonds] have such an ability to really draw people in and then reflect back upon that moment. If it’s brilliantly bright outside, your diamond is going to capture that—and dazzle in its own right.”
The collection will debut together with the campaign this week, showcased in an immersive look book on a dedicated campaign website housed on naturaldiamonds.com, which has received over 100 million unique visitors since its launch in June 2020.
Top: Natural Diamond Council ambassador Ana de Armas in the organization’s “Love Life” campaign (all photos courtesy of the Natural Diamond Council)Follow JCK on Instagram: @jckmagazine
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