Renowned jewelry designer, De Beers, has hired Academy Award-winning actress, Lupita Nyong'o, to be their newest global ambassador.
As part of De Beers' new brand campaign, De Beers: Where It Begins, Lupita Nyong'o stars as the woman who discovers rough diamonds to produce fine jewelry.
Lupita Nyong’o said of being the first De Beers ambassador, “It is always exciting to be the first at anything, and I am very proud of this unexpected achievement! The really substantive bonus, though, is working with De Beers on Building Forever, which is their sustainability framework. One focus of that is creating opportunities for women and girls in southern Africa, an effort clearly very close to my heart. De Beers was very clear that they were interested as much in what I stand for off-screen as in my work on screen, and that was key for me.”
According to De Beers, “as Nyong’o embarks on her journey, she discovers the power that only a De Beers natural diamond jewelry creation holds: turning the ordinary into the extraordinary, a moment into forever, and herself into a magnetic woman with limitless potential.” The campaign celebrates De Beers’ passion for sourcing nature’s rarest treasures and revealing their exceptional beauty through remarkable craftsmanship.
Lupita Nyong’o will also support De Beers' Building Forever commitment, which aims to engage 10,000 girls in STEM and support 10,000 women entrepreneurs in the regions where its diamonds are discovered.
Nyong’o told Only Natural Diamonds of her role with De Beers, “De Beers is doing a lot of work that is important to me, including protecting the natural world and ensuring that the communities where they work are thriving and growing. My particular focus is their work advancing and investing in women and girls. It’s an ambitious goal, but working together, I am very optimistic we will meet that challenge.”De Beers said, “As a powerful woman who cares deeply about the world around her, Lupita Nyong’o is the ultimate representative of De Beers’ Building Forever commitment to people and the planet. As a brand that is part-owned by the citizens of Botswana, Namibia, and South Africa, De Beers thinks differently about what value is and how it is created.”
In the campaign, Lachlan Bailey follows Lupita Nyong'o from the discovery of a rough diamond to its transformation into fine jewelry.