Natural Diamond Council (NDC) unveiled its new Real. Rare. Responsible campaign with Global Ambassador and Emmy-nominated actress Lily James. Launching late summer, the campaign comprising hero films and an array of video and image assets will bring consumers along the remarkable journey of a natural diamond through a discovery trip with Lily James in the Northwest Territories (NWT) of Canada, the world’s third largest diamond producing region.
David Kellie, NDC CEO, said, “Formed deep within the Earth billions of years ago, it was important that we capture natural diamonds in their natural element for our new campaign. Canada plays an integral role within the natural diamond industry. While people tend to more commonly associate countries in southern Africa, as leading natural diamond producers, Canada is also vital and it’s paramount we share the incredible conservation efforts taking place in the NWT with consumers.”
The trip included a visit to diamond destinations such as the remote De Beers Canada / Gahcho Kué Diamond Mine site, Rio Tinto’s Yellowknife splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear Diamond, to discover how they keep the entire supply chain local to benefit their own communities from mining, to cutting, and polishing of natural diamonds.
“Visiting the stunning Northwest Territories of Canada with Natural Diamond Council, was an experience I will never forget,” shared James. “While exploring the area, I witnessed firsthand how responsible practices aren’t just a choice but they’re a deep heartfelt commitment across the natural diamond industry.”
The campaign will be amplified by the NDC’s global retail partners including luxury independent retailers in the US and leading diamond jewellery retailers in Asia.