Diamonds / Industry / Marketing

Ana de Armas Re-ups With Natural Diamond Council


The Natural Diamond Council (NDC) has re-signed actress and Ana de Armas (pictured) to again be its public face for the next year.

The NDC’s new campaign featuring de Armas, titled “Love Life,” will debut in September. Shot in Europe, the campaign depicts “a series of frames celebrating cherished life experiences like travel and relationships after a year of solitude,” according to a release. The NDC described it as an “ode to celebrating the role of natural diamonds in creating new memories that await in a post-pandemic world.”

NDC CEO David Kellie said in a statement that he believed the campaign will “perfectly reflect the optimistic mood of consumers for the fall and holiday season.”

De Armas is due to star in several upcoming films, including October’s No Time to Die, the new James Bond movie; Blonde, in which she plays Marilyn Monroe, set for a 2021 Netflix release; and Deep Water, where she costars with Ben Affleck, based on the novel by Patricia Highsmith.

The campaign will also spotlight 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 Emerging Designers Diamond Initiative, which launched in January 2021, recruited BIPOC jewelry designers to apply for a $20,000 diamond credit.

The jewelry was inspired by NDC’s previously identified fall 2021 trends including heavy metal chains, gender-free styles, and marquise cuts.

The NDC’s past commercial with de Armas, “For Moments Like No Other,” scored well with participants in JCK’s holiday focus group last year.

The NDC’s official retail partners will have exclusive access to campaign assets for both co-op and in-store opportunities. Information on becoming an NDC official partner can be seen here.

(Photo courtesy of the National Diamond Council)

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By: Rob Bates

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