De Beers announced Lupita Nyong\u2019o as its first Global Ambassador. The Academy Award-winning actor stars in the new brand campaign, De Beers: Where It Begins, which tells the story of the only global luxury brand that starts at the source.<\/p>\n\n\n\n
As a core element of the partnership Nyong\u2019o will support De Beers\u2019 Building Forever commitment, which aims to advance women and girls where its diamonds are discovered.<\/p>\n\n\n\n
Renowned Australian photographer and director Lachlan Bailey follows Nyong\u2019o from the discovery of a rough diamond to its magical transformation into magnificent jewellery. The campaign celebrates De Beers\u2019 unique passion for sourcing the rarest treasures of nature and revealing their exceptional beauty through remarkable craftsmanship.<\/p>\n\n\n\n
De Beers will work with Nyong\u2019o in pursuit of the brand\u2019s public goals to engage 10,000 girls in STEM, support 10,000 women entrepreneurs and invest at least $10 million across southern Africa to achieve these goals by 2030.<\/p>\n\n\n\n
Lupita Nyong\u2019o commented, \u201cI\u2019m honoured to be the first Global Ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear De Beers\u2019 diamond creations, and the pride in knowing where they come from and the good they do. Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.\u201d<\/p>\n\n\n\n
Marc Jacheet, CEO Brands, De Beers, added, \u201cWith her rare magnetism and elegance, Lupita Nyong\u2019o is a testament to the power of boundless possibilities. Embodying modern and responsible luxury, Lupita is an inspiration for all of us. De Beers is proud that Lupita has joined our Building Forever commitment to people and the planet and we stand with her as she embarks on an exciting chapter in her career.\u201d<\/p>\n\n\n\n
The De Beers Where It Begins campaign launches globally with integrated media activations across multiple touchpoints on 3rd November.<\/p>\n","protected":false},"excerpt":{"rendered":"
De Beers announced Lupita Nyong\u2019o as its first Global Ambassador. The Academy Award-winning actor stars in the new brand campaign, De Beers: Where It Begins, which tells the story of the only global luxury brand that starts at the source. As a core element of the partnership Nyong\u2019o will support De Beers\u2019 Building Forever commitment,…<\/p>\n","protected":false},"author":1,"featured_media":17807,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[],"thb-sponsors":[],"class_list":["post-17806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bulletin"],"acf":[],"yoast_head":"\n