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Ready For Fall Diamond Selling Season? NDC Offers New Ad Campaign And 11-Piece Jewelry Collection For Industry Adaptation June 25, 2021 (0 comments)


New York, NY—The Natural Diamond Council (NDC) announced Wednesday that actress Ana de Armas (No Time To Die, Blonde, and Deep Water) has signed on for another year of partnership and will again star in the NDC’s next global “For Moments Like No Other” advertising campaign. Image: "Heavy Metal" is one of fall's major diamond jewelry trends.

The upcoming campaign, set to debut in September, is inspired by the manifesto of “Love Life,” an ode to celebrating the role of natural diamonds in creating new memories that await in a post-pandemic world. It will unveil NDC’s first-ever diamond jewelry collection, designed by Brooklyn-based jewelry designer, Malyia McNaughton, a participant in the NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz

The initiative, launched in January 2021, called upon BIPOC jewelry designers to apply for a $20,000 diamond credit. McNaughton was the first participant whose passion and appreciation for the allure and integrity of natural diamonds inspired the collaboration. 

The upcoming “Love Life” campaign was shot in Europe and will depict a series of frames celebrating cherished life experiences like travel and relationships after a year of solitude. The new 11-piece NDC collection will adorn Ms. de Armas as she explores loving life again in a post-pandemic world. The jewelry was inspired by NDC’s previously identified Fall 2021 trends including heavy metal chains, gender free, and marquise cuts, among others while leading with the “Love Life” essence. 

Related: These Are The Top 5 Diamond Jewelry Trends Your Customers Want For Fall

The NDC is now offering global retailers and manufacturers of diamond jewelry the opportunity to produce the same 11-piece collection without copyright limitations for the Fall and Holiday 2021 seasons, timed to campaign’s release. 

“We’re looking forward to sharing our new campaign with the industry. We believe that it will perfectly reflect the optimistic mood of consumers for the Fall and Holiday season,” says David Kellie, CEO of the Natural Diamond Council. “It’s been a pleasure working with Malyia to design the jewelry collection for the campaign and we believe that this too reflects a more confident and exciting interpretation for natural diamond jewelry.”

Diamond hoops and marquise cuts are two style trends for fall identified by the Natural Diamond Council's Style Collective.

In the NDC’s quest to further the natural diamond dream, the commercial opportunity from this campaign can be seized by manufacturers and retailers to adapt, produce, and stock the IP-protected designs for natural diamond exclusivity in alignment with the release of the campaign. Key jewelry manufacturers Rosy Blue, K.P. Sanghvi, and Leo Schachter are amongst the first to commit to producing the jewelry collection. 

NDC Official Retail Partners will once again have exclusive access to campaign assets for both co-op and in-store opportunities. For more information on how to become an NDC Official Partner, please visit program-platform

Related: Natural Diamond Council Announces First Official Partner Retailers

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