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New York, NY--The Natural Diamond Council (NDC) announced in a press release the launch of its global advertising campaign with the sentiment: "To Treasure, Now and Forever" featuring the freshly appointed British actor, Lily James as Global Ambassador.

Per the press release, Ms. James has had a diversified, international acting career and is a celebrated Hollywood star who recently received her first Emmy nomination for Outstanding Lead Actress in a Limited Series for her performance as Pamela Anderson in Pam & Tommy. Ms. James' next feature film project, Providence, is currently in post-production.

"Lily James is the modern epitome of natural diamonds," said David Kellie, CEO of Natural Diamond Council, in the press release. "With her recent Emmy nomination, Lily has been recognized as one of the leading actors in the world. The talent, versatility, and authenticity she brings to the table are the perfect attributes to represent natural diamonds. We are thrilled to have her join us as we build upon the success of another record-breaking year for natural diamond jewelry."

[Image via Natural Diamonds]

"I am so excited and proud to be the Global Ambassador for Natural Diamond Council," said James in the release. "It has been illuminating to discover the positive impact of the natural diamond industry across the globe and its commitment to continued improvement. I am eager to witness more of this firsthand in my new role."

As a brand-agnostic, not-for-profit organization that celebrates the creativity and values of the natural diamond category, NDC's campaign showcases a range of diamond jewelry styles from staples like tennis bracelets and necklaces, studs and hoops, to original creations including statement earrings or spiral bracelets. All of these pieces were sourced from independent designers, brands, and NDC's official retail partners who will also run the campaign into 2023 through a co-op advertising program.

Building upon the success of NDC's previous advertising campaigns, Ms. James wears jewelry specifically created for the campaign that are IP-protected and extensions of bestseller items such as the Soleil pendant, designed by Malyia McNaughton, an alumni of NDC's Emerging Designers Diamond Initiative, which is now reimagined as earrings and a bracelet. The selection of campaign-specific jewelry pieces is available upon request and can be interpreted by retailers globally. All jewelry worn in the campaign will be showcased in an immersive lookbook on a dedicated campaign website located on naturaldiamonds.com.

Read more in the original release.