• by Fern Siegel , September 13, 2022

The Natural Diamond Council launched a global ad campaign — "To Treasure, Now and Forever" — featuring British actor Lily James “Downton Abbey,” “Pam & Tommy.”

The 30-second spot highlights scenes relevant to the various roles James plays on and off camera.

The ad campaign will appear on streamers Hulu and Peacock. Campaign creative will also run print and digital media outlets, as well as out-of-home in transit shelters in New York and Los Angeles. The campaign also appears in the UK, France, India, UAE and China.

 “Women self-purchasing natural diamond jewelry continues to be a dominant growth driver for the sector," says Kristina Buckley Kayel, managing director of Natural Diamond Council. "Women today play many roles in life, and a natural diamond jewelry purchase is a way to express reward, self-love, and individuality which we aim to personify through our campaign.”

The campaign carries into 2023 via a co-op advertising program.

As a brand-agnostic, not-for-profit organization, NDC's campaign promotes a range of diamond jewelry, from tennis bracelets and necklaces, studs and hoops, to original creations. All pieces were sourced from independent designers, brands and NDC’s official retail partners.

All jewelry James wears the campaign is showcased in an immersive look book on a dedicated campaign website located on naturaldiamonds.com.

The campaign was directed by Manu Cossu and photographed by Sasha Marro.

David Kellie, CEO of Natural Diamond Council, called James “the modern epitome of natural diamonds.”