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The De Beers jewelry house has chosen actress Lupita Nyong’o as its first ever global ambassador.
Lupita Nyong’o, the Oscar-winning model and actress, becomes the face of the new De Beers campaign: Where it Begins.
De Beers is more than just a seller of diamonds and luxury jewelry. He started in 1888 to collect diamonds directly from the mines and opened his first jewelry house in 2001. In the 1940s, he introduced the 4C diamond grading system, which is still used today in the industry. It is the only jewelry brand in the world that “starts” at the source, drawing directly from its own mines to design its jewelry.
Lupita Nyong’o, at the heart of the campaign, will support the brand’s Building Forever commitment to putting women first:
“I am honored to be the first global ambassador for De Beers. This campaign brings to life the transformative power I feel when I wear diamond designs. More importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
A socially committed brand
The famous Australian photographer and director Lachlan Bailey directed the campaign’s commercial. It features the actress and follows her from the discovery of a rough diamond to its transformation into sumptuous jewelry. Between dreamlike and magical, the young woman and the diamond are one and the same and are transformed.
De Beers didn’t choose Lupita by accident. As a powerful and influential woman who cares about the world around her, she is the perfect representative of Building Forever.
She wants to emphasize that she is not just another jewelry house. Partly owned by the citizens of Botswana, Namibia and South Africa, it is a collaborative brand that thinks and designs differently.
Through its Building Forever approach, the company and artist are working together on 2030 goals such as engaging 10,000 women in science, engineering, technology and math, supporting 10,000 women entrepreneurs and investing $10 million across Southern Africa.
The brand’s CEO, Marc Jacheet expressed his respect for the actress and what this collaboration symbolizes for him: “With her magnetism and rare elegance, Lupita Nyong’o is a testament to the power of unlimited possibilities. As the embodiment of modern, responsible luxury, Lupita is an inspiration to us all. De Beers is proud that she has joined our Building Forever commitment to people and the planet.”
The campaign will launch on November 3 worldwide.
Read also >Footballer Erling Haalang becomes the new Breitling muse
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The De Beers jewelry house has chosen actress Lupita Nyong’o as its first ever global ambassador.
Lupita Nyong’o, the Oscar-winning model and actress, becomes the face of the new De Beers campaign: Where it Begins.
De Beers is more than just a seller of diamonds and luxury jewelry. He started in 1888 to collect diamonds directly from the mines and opened his first jewelry house in 2001. In the 1940s, he introduced the 4C diamond grading system, which is still used today in the industry. It is the only jewelry brand in the world that “starts” at the source, drawing directly from its own mines to design its jewelry.
Lupita Nyong’o, at the heart of the campaign, will support the brand’s Building Forever commitment to putting women first:
“I am honored to be the first global ambassador for De Beers. This campaign brings to life the transformative power I feel when I wear diamond designs. More importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
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The De Beers jewelry house has chosen actress Lupita Nyong’o as its first ever global ambassador.
Lupita Nyong’o, the Oscar-winning model and actress, becomes the face of the new De Beers campaign: Where it Begins.
De Beers is more than just a seller of diamonds and luxury jewelry. He started in 1888 to collect diamonds directly from the mines and opened his first jewelry house in 2001. In the 1940s, he introduced the 4C diamond grading system, which is still used today in the industry. It is the only jewelry brand in the world that “starts” at the source, drawing directly from its own mines to design its jewelry.
Lupita Nyong’o, at the heart of the campaign, will support the brand’s Building Forever commitment to putting women first:
“I am honored to be the first global ambassador for De Beers. This campaign brings to life the transformative power I feel when I wear diamond designs. More importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
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