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Natural Diamond Council’s Fall Consumer Ad Campaign And Special Collection Bows Today September 08, 2021 (0 comments)
New York, NY—The Natural Diamond Council (NDC) announces the launch of its second global “For Moments Like No Other” advertising campaign, inspired by a singular manifesto: “Love Life.” The consumer campaign, which breaks September 8, again stars actress and NDC Global Ambassador Ana de Armas. Top image: a still from the campaign featuring actress Ana de Armas.
“Diamond jewelry sales have seen record-breaking growth as we emerge from the pandemic,” said David Kellie, CEO of Natural Diamond Council. “Consumers are eager to create new memories and natural diamonds are synonymous with celebrating life’s moments. This campaign emanates the ‘Love Life’ manifesto to the core. We’re thrilled to have Ana de Armas back with us for another year to share the magic of natural diamonds with a global audience.”
Ana de Armas is a Golden Globe nominee for her performance in the movie Knives Out. Her upcoming films include No Time To Die, Blonde, and The Gray Man.
The campaign was shot in Mallorca, Spain, with images fully embodying “Love Life” as an inspirational call to action, rejoicing in various social settings as natural diamonds help to generate new memories. De Armas wears an 11-piece diamond jewelry collection custom designed for the campaign by the Brooklyn-based jewelry designer Malyia McNaughton. Ms. McNaughton is an active participant in NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz, which launched in January 2021. The 11-piece collection, inspired by NDC’s previously identified Fall 2021 trends, is available at madebymalyia.com, plus NDC is offering retailers and manufacturers the opportunity to produce the same collection without copyright limitations for the Fall and Holiday 2021 seasons.
Another image in the campaign.
“It was a privilege to work alongside Malyia and see how she applied her unique sensibility in interpreting the confluence of the season’s most prevailing diamond jewelry trends—gender fluidity, heavy metal chains, and the marquise cut—with the essence of ‘Love Life,’ says Kristina Buckley Kayel, managing director of Natural Diamond Council. “The resulting original and modern collection has inspired and mobilized major manufacturers and NDC’s retailer network to carry or create versions of these IP-protected designs as they prepare themselves for the holiday season and beyond.”
“I hope this campaign brings joy and hope to everyone. I hope that it inspires people to love stronger, to enjoy every minute and cherish the moments of happiness with their loved ones. It was an amazing experience working with this incredible team and I couldn’t be happier to be working again with the Natural Diamond Council.” adds Ana de Armas.
The collection and campaign both launch September 8, showcased in a video and an immersive look book on a dedicated campaign site housed on naturaldiamonds.com. The campaign was directed by Manu Cossu, and photographed by Sasha Marro in addition to Molly SJ Lowe. Karla Welch provided fashion styling for de Armas while Georgia Pendlebury along with Manu Cossu provided overarching fashion and creative direction.
Naturaldiamonds.com has received over 100 million unique visitors since its launch in June 2020.