(PRESS RELEASE) NEW YORK – The Natural Diamond Council (NDC) announces that actress Ana de Armas has signed on for another year of partnership and will star in NDC’s upcoming global advertising campaign “For Moments Like No Other” inspired by the manifesto of “ Love Life ”, an ode to the celebration of the role of natural diamonds in creating new memories that await in a post-pandemic world. Note, Ms. De Armas will play in the next versions No Time To Die, Blonde and Deep Water. The upcoming campaign, which kicks off in September, will unveil NDC’s first-ever diamond jewelry collection designed by Brooklyn-based jewelry designer Malyia McNaughton, a participant in NDC’s Emerging Designers Diamond initiative with Lorraine Schwartz. The NDC is now offering global diamond jewelry retailers and manufacturers the opportunity to produce the same collection without copyright limitations for the fall and holiday seasons of 2021, scheduled until the campaign is released.
The Emerging Designers Diamond initiative, launched in January 2021, asked BIPOC jewelry designers to apply for a loan of $ 20,000 in diamonds. Ms. McNaughton was the first participant whose passion and appreciation for the attractiveness and integrity of natural diamonds inspired the collaboration.
“We are eager to share our new campaign with the industry. We believe it will perfectly reflect the optimistic mood of consumers for the fall and holiday season. It was a pleasure working with Malyia to design the jewelry collection for the campaign and we believe it also reflects a more confident and exciting interpretation for natural diamond jewelry. – David Kellie, CEO of the Natural Diamond Council.
The upcoming “Love Life” campaign has been filmed in Europe and will feature a series of executives celebrating cherished life experiences like travel and relationships after a year of loneliness. The new 11-piece NDC collection will adorn Ms. de Armas as she once again explores loving life in a post-pandemic world. The jewelry was inspired by fall 2021 trends previously identified by NDC including heavy metal chains, genderless cuts and marquises, among others, while leading with the essence of ‘Love Life’.
In NDC’s quest to further the dream of natural diamonds, the business opportunity of this campaign can be seized by manufacturers and retailers to adapt, produce and store the IP protected designs for the exclusivity of natural diamonds in alignment. with the exit of the campaign. Leading jewelry makers Rosy Blue, KP Sanghvi and Leo Schacter are among the first to commit to producing the jewelry collection.
NDC’s official retail partners will once again have exclusive access to campaign resources for co-op and in-store opportunities. For more information on how to become an official NDC partner, visit naturaldiamonds.com/official-partnerprogram-platform.
The Natural Diamond Council (NDC) advances the attractiveness of diamonds by publishing in-depth and engaging features and trend reports, and by sharing resources and information with consumers on the ultimate timelessness and uniqueness of this natural stone. remarkable. The NDC also strives to support the integrity of the natural diamond industry, providing transparency and information on the ethics, sustainability and progress of this sector.