NDC New Real. Rare. Responsible Campaign with Lily James

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NDC New Real. Rare. Responsible Campaign with Lily James

The campaign celebrates the unique, timeless and ancient beauty of Earth’s finite natural wonder, and the responsible practices inherent to the natural diamond industry.

Natural Diamond Council (NDC) unveils new Real. Rare. Responsible campaign with Global Ambassador and Emmy-nominated actress Lily James. Launching late summer, the campaign comprising of hero films and an array of video and image assets will bring consumers along the remarkable journey of a natural diamond through a discovery trip with James in the Northwest Territories (NWT) of Canada, the world’s third largest diamond producing region.


“Formed deep within the Earth billions of years ago, it was important that we capture natural diamonds in their natural element for our new campaign,” said David Kellie, NDC’s CEO. “Canada plays an integral role within the natural diamond industry. While people tend to more commonly associate countries in southern Africa, as leading natural diamond producers, Canada is also vital and it’s paramount we share the incredible conservation efforts taking place in the NWT with consumers. The natural diamond industry is one of the most highly regulated and responsible mining industries in the world and you can trust that wherever your natural diamond is from: land, wildlife, and local and indigenous communities are a top priority,” adds Kellie.

The trip included a visit to diamond destinations such as the remote De Beers Canada / Gahcho Kué Diamond Mine site, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond, to discover how they keep the entire supply chain local to benefit their own communities from mining, to cutting, and polishing of natural diamonds.

“Visiting the stunning Northwest Territories of Canada with Natural Diamond Council, was an experience I will never forget,” shared James. “While exploring the area, I witnessed firsthand how responsible practices aren’t just a choice but they’re a deep heartfelt commitment across the natural diamond industry. We were lucky enough to attend a cultural experience with the Yellowknives Dene First Nation. It was amazing to learn about how, through employment and other benefits provided by the natural diamond industry, their traditional way of life is directly benefited. We met some of the incredible women at the helm of the mining operations and educators working to shape the future generations. Everywhere I looked while in the Northwest Territories of Canada I was reminded that natural diamonds are truly real, rare, and responsible,” adds James.

The campaign will be amplified by the NDC’s global retail partners including luxury independent retailers in the US and leading diamond jewelry retailers in Asia. To take a closer look at the natural diamonds featured throughout the campaign visit NaturalDiamonds.com.

The campaign was styled by Rebecca Corbin-Murray.
Hair by Halley Brisker at The Wall Group.
Make-up by Valeria Ferreira at The Wall Group.


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