The Natural Diamond Council (NDC) has announced the launch of its new global campaign, To Treasure Now and Forever.

As part of the new campaign actress Lily James has signed on to be an ambassador for the brand.

The new campaign aims to celebrate the versatility of natural diamonds and the promotional shoot with James comprises four looks styled with a variety of natural diamonds.

The campaign will be amplified by the NDC’s global retail partners including luxury independent retailers such as Razny, Hamilton Jewelers and London Jewelers.

David Kellie, CEO of NDC, said: “The talent, integrity, and authenticity Lily brings to the table are the perfect attributes to represent natural diamonds. It was incredible visiting Botswana for the first time with her last year and now reconnecting in New York to shoot this campaign that will continue to support so many of our retail partners is truly exciting.”

James added: “After visiting Botswana and seeing the positive impact the diamond mining industry has on the surrounding communities and ecosystems, and learning about what goes into sustaining them, it made me want to be even more intentional with the diamond jewellery I wear.

“For me, wearing natural diamonds is about celebrating the sentiment behind who gave me the diamonds and the special moment I think of when I wear them. It was so special to launch my NDC ambassadorship with the To Treasure Now and Forever campaign in my hometown of London. Now, to have the chance to shoot this new campaign in New York City, my home away from home, is a dream come true.”

The NDC is a global organisation whose members’ operations span four continents and ten countries including Canada, South Africa, and Botswana.