• by Sarah Mahoney  @mahoney_sarah, June 4, 2014

Don’t look for any simpering fiancées or ingenues-du-jour here. In an effort to add shine to its new 1888 Master Diamond Collection, De Beers says it is introducing a new effort focusing on some of the world’s most accomplished women. The “Moments in Light” campaign stars women like Aszure Barton, the Canadian dancer and choreographer; Cornelia Parker, artist and sculptor; fashion designer Alice Temperley; Michelin star chef Skye Gyngell, and Chinese artist and photographer, Chen Man.

A spokesperson for the brand says that following the launch in the U.K. this week, Moments in Light will subsequently be unveiled globally in markets around the world, coming to the U.S. this fall.

The De Beers Diamond Jewellery brand, which is a joint venture between the De Beers SA, the word’s largest diamond producer, and LVMH, says the idea for the online campaign is to make a connection between its masterful diamond cutters and female “masters.” It puts them in the spotlight through a photography exhibit that “celebrates creative, inspirational women who are true masters of their craft and an inspiration to others.” Photos were shot by Mary McCartney. 

De Beers, which has often been in the crosshairs of conflict-minerals activists, is also adding a cause component to the effort. It says it is partnering with “Women for Women,” an international group that helps survivors of conflict zones around the world rebuild their lives.

The new 1888 Master Diamonds jewellery line includes colored diamonds of “exceptional character,” which it says “push new boundaries of artistry.” (Plans call for the diamonds to be suspended from the ceiling as part of a special installation for the London launch.)

De Beers Group has said that it expects the demand for diamonds, driven by consumers in the U.S. and China, to increase around the world, climbing between 4 and 4.5% (compared with a gain of 3% in the prior year.)