— INDEPENDENTLY OWNED AND OPERATED SINCE 1979 —
Cuban-Spanish actress Ana de Armas is reprising her starring role in a series of visually striking ads for the Natural Diamond Council. Called “For Moments Like No Other,” the campaign embraces a brilliant, energetic return to adventure, wanderlust, new connections and romance while highlighting the integral role natural diamonds play in how we “Love Life.”
Mallorca, Spain, provides the spectacular backdrop for a series of vignettes showcasing the bedazzled actress in various social settings. In each scene, natural diamonds are in focus as de Armas generates new memories.
“Diamond jewelry sales have seen record-breaking growth as we emerge from the pandemic,” said David Kellie, CEO of Natural Diamond Council (NDC). “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.”
In the ads, de Armas wears an 11-piece diamond jewelry collection that was custom designed for the campaign by the Brooklyn-based Malyia McNaughton, an active participant in NDC’s Emerging Designers Diamond Initiative with Lorraine Schwartz. The collection is being interpreted by jewelry retailers globally for the holiday season.
“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,'” said Kristina Buckley Kayel, Managing Director of Natural Diamond Council.
The collection and the campaign launched together on Wednesday. Details were showcased in an immersive look book on a dedicated campaign website. The site has received more than 100 million unique visitors since its launch in June 2020.
“I hope this campaign brings joy and hope to everyone,” said de Armas, who is a Golden Globe nominee for her performance in Knives Out. “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.”
The NDC represents seven of the world’s leading diamond producers. Together, they account for 75% of the global rough diamond production, operating in eight countries on four continents.
Credit: Image courtesy of the Natural Diamond Council.