ACADEMY Award-winning actor, Lupita Nyong’o, has been announced as De Beers first ever Global Ambassador this autumn.
Standing strong in their latest brand campaign, De Beers: Where It Begins, Nyong’o can be seen in the spectacular Enchanted Lotus collection, as she aids the renowned jewellers in their Building Forever commitment. The story behind the scenes tells the world of the only global luxury brand that starts at the source, advancing buyers knowledge of where its diamonds are discovered- its proudest element of this partnership.
Lupita Nyong’o: De Beers Where It Begins Campaign by Lachlan Bailey
Enchanted Lotus Ring
Australian photographer and director, Lachlan Bailey, follows Nyong’o from the discovery of a rough diamond to its inspiring transformation into captivating jewellery. The campaign boasts De Beers’ unique passion for sourcing the rarest tropes of nature and revealing their spirited beauty through expert craftsmanship.
Embarking on this journey, unveils the power that only a De Beers natural diamond creation holds, “turning the ordinary into the extraordinary, a moment into forever and herself into a magnetic woman with limitless potential.”
Behind the Scenes Lupita Nyong’o: De Beers Where It Begins Campaign by Lachlan Bailey
With Nyong’o being such an influential and powerful woman, who cares sincerely about the planet, she becomes the ultimate representative for De Beers’ Building Forever commitment. As a brand that is part-owned by the citizens of Botswana, Namibia and South Africa, De Beers pride themselves on careful thinking, surrounding what value is and how it is created.
Through their Building Forever approach, De Beers will work alongside Nyong’o as they pursuit the brand’s public goals to engage 10,000 girls in STEM (Science, Technology, Engineering, Mathematics), support 10,000 women entrepreneurs and invest at least $10 million across southern Africa by 2030.
Behind the Scenes Lupita Nyong’o: De Beers Where It Begins Campaign by Lachlan Bailey
Enchanted Lotus Pendant
“I’m 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’ 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.”- Lupita Nyong’o
by Alicia Tomkinson
The De Beers: Where It Begins campaign launches globally with integrated media activations on 3rd November.