The Natural Diamond Council (NDC) has announced the launch of its latest campaign, “Real. Rare. Responsible.”, featuring Emmy-nominated actress Lily James as the Global Ambassador. Set to debut in late summer 2024, the campaign will offer an intimate look into the journey of natural diamonds, captured through a compelling series of videos, and images.
In this campaign, Lily James embarks on a fascinating exploration of the Northwest Territories (NWT) of Canada, the world’s third largest diamond-producing region. The campaign aims to highlight the authentic and responsible nature of natural diamonds, spotlighting Canada’s pivotal role in the industry.
«Natural diamonds, formed billions of years ago deep within the Earth, deserve to be showcased in their natural setting», said David Kellie, CEO of NDC. «While southern Africa is often recognized as a leader in diamond production, Canada’s contribution is equally significant. Our campaign aims to illuminate the rigorous conservation efforts and responsible mining practices in the NWT, emphasizing our commitment to land, wildlife, and local and indigenous communities».
During her trip, James visited key diamond destinations including De Beers’ Gahcho Kué Diamond Mine, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, known for its Polar Bear Diamond. These sites exemplify how the local supply chain benefits communities from extraction to the cutting and polishing of natural diamonds.
«Exploring Canada’s Northwest Territories with the NDC was unforgettable», shared James. «I witnessed the industry’s commitment to responsible practices, including a cultural experience with the Yellowknives Dene First Nation, showcasing how the diamond industry supports traditional lifestyles through employment and other benefits. Meeting the women leading mining operations and education initiatives was inspiring».
The “Real. Rare. Responsible.” campaign will be supported by NDC’s global retail partners, including luxury independent retailers in the US and leading diamond jewelry retailers in Asia.
