James will star in a 45-second campaign film set in London. With the tagline ‘to treasure, now and forever’ the new commercial features a range diamond jewellery including bracelets, necklaces, studs, hoops, statement earrings and spiral bracelets.
The featured jewellery comes from both retail partners and independent designers.
NDC CEO David Kellie said the organisation was still tackling funding issues caused by the withdrawal of Russian mining juggernaut Alrosa.
“In just a few months of getting to know each other, Lily has proved to be a passionate fan of natural diamonds, and we look forward to a great partnership between Lily and the natural diamond industry,” he told Rapaport News.
“The industry is not yet stepping up and recognising that we cannot be a successful industry in a luxury market without more aggressive support behind diamond category marketing.
Kellie explained that De Beers and our member companies continue to support the organisation following the loss of Alrosa’s membership, however these companies cannot fill the funding gap alone.
“I don’t believe that our industry institutions understand the downside of not supporting category marketing,” Kellie said.
The NDC reportedly lost nearly 50 per cent of its financial support following Alrosa’s self-suspension.
The campaign will run on streaming services Hulu and Peacock, while print and digital material will run in media outlets the US, UK, France, India, the UAE and China.
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