Lily James, the esteemed global ambassador for the Natural Diamond Council, embarked on an extraordinary journey to the remote Northwest Territories of Canada to shoot their latest campaign amidst freezing -40 degree Fahrenheit temperatures. Braving the Sub-Arctic cold, James highlighted the council’s commitment to sustainability and local community enhancement, including witnessing firsthand the responsible mining practices in one of the world’s largest diamond-producing regions. Her experience, accentuated by the breathtaking beauty of a 33-carat round brilliant cut natural diamond, underscores the genuine rarity and responsibility inherent in natural diamonds. This remarkable campaign not only showcases the splendor of these precious gems but also illuminates the significant positive impact on local communities, reinforcing the enduring legacy and ethical standards that the Natural Diamond Council upholds. Have you ever wondered what it takes to shoot a high-profile diamond campaign in some of the world’s harshest conditions?
Introduction
Lily James, a renowned actress and global ambassador for the Natural Diamond Council (NDC), embarked on a remarkable journey to the Northwest Territories of Canada. There, she shot a captivating campaign amid frigid -40 degree temperatures, showcasing not only the beauty of natural diamonds but also the environmental sustainability and community impact of the diamond industry.
The Natural Diamond Council Campaign
The Natural Diamond Council’s campaign, titled “Real. Rare. Responsible.,” seeks to highlight the authenticity and responsibility behind natural diamond production. As the face of this campaign, Lily James brings public attention to these magnificent gems and their backstories.
The Global Ambassador for the NDC
As a global ambassador, James had the privilege to wear exceptional diamonds on red carpets globally and witness firsthand the responsible practices of the diamond industry. Her role involves promoting the ethical sourcing and sustainability initiatives that the NDC champions.
Shooting in Extreme Conditions
Filming in the Northwest Territories, which is one of the largest diamond-producing regions globally, offered a unique challenge due to the severe sub-Arctic climate. Shooting in -40 degrees Fahrenheit not only tested the crew’s resilience but also underscored the tenacity and commitment to the campaign’s message.
The Trip to Northwest Territories
The Northwest Territories, with its remote sub-Arctic environment, provided a vivid backdrop for the campaign. James’ trip there was essential in understanding the local community’s benefit from the diamond industry.
Diamonds de Canada
While in Canada, James visited Diamonds de Canada, a company dedicated to local production—mining, cutting, and polishing natural diamonds. This approach ensures the community reaps the benefits, helping to sustain local economies.
Polar Bear Diamonds
A highlight of her visit was learning about the Polar Bear Diamonds, unique stones only found in Northwest Territories and sold with a Certificate of Authenticity. This certification guarantees their origin and ethical sourcing.
Witnessing Community Impact
James observed how a significant portion of rough diamond value remains in local communities through employment, training, health, and education programs. This socio-economic involvement emphasizes the campaign’s “Real. Rare. Responsible.” mission.
| Aspect | Description |
|---|---|
| Community Benefits | Employment, training, local product sourcing, health, and education programs |
| Diamonds de Canada | Ensures all processes from mining to polishing are conducted locally, strengthening the economic benefit to the community |
| Polar Bear Diamonds | Unique to Northwest Territories, sold with Certificate of Authenticity |
| Environmental Sustainability | Conservation efforts to maintain ecological balance while engaging in diamond mining |
Unique Campaign Highlights
Throughout the campaign, several moments stood out for James, reflecting the significance and challenges of her journey.
Wearing Iconic Jewelry
For most of the campaign, Lily James wore beautiful one-carat diamond stud earrings that she practically lived in from dawn to dusk. Additionally, she had the rare opportunity to work with a 33-carat round brilliant cut natural diamond, adding notable flair to the shoot.
Memorable Red Carpet Moments
From her collaboration with Boucheron to her dream Erdem gown at the Met Gala, James celebrated memorable red carpet moments showcasing her favorite diamonds and jewelry. Each piece, such as the natural diamond feather earrings from Boucheron’s ‘Plume de Paon’ collection, held significance due to their exceptional sparkle and design.
Emotional Connection to Jewelry
Lily James not only wears diamonds for their aesthetic appeal but also for their sentimental value. She treasures family heirlooms, understanding their eternal, unique, and rare nature. A cherished piece in her collection is a diamond locket, representing a family legacy that she holds dear.
Embracing Self-Care and Wellness
In her busy schedule, James emphasizes the importance of self-care and nature’s therapeutic value. She integrates beauty as part of her wellness routine, appreciating products and treatments that enhance her well-being.
Beauty and Lifestyle Tips
James finds joy in simple yet effective beauty products and treatments that help her maintain balance in her life. By connecting beauty with self-care, she aligns her daily routine with her wellness goals.
Related Articles and Fashion Launches
The campaign connects with other notable fashion events and trends, such as Priyanka Chopra’s spectacular diamond necklace or the hottest fashion launches of 2024. These connections enrich the context of the Natural Diamond Council’s mission and highlight the significance of ethical and beautiful diamonds in the fashion industry.
Contemporary Fashion and Jewelry
The influence of ethical diamonds extends beyond the campaign, permeating various aspects of celebrity fashion. From Stevie Nicks’ iconic bracelets to Heidi Klum’s glamorous appearance at the amfAR Gala, natural diamonds consistently grace significant events.
Conclusion
Lily James’ experience with the Natural Diamond Council campaign in the daunting cold of the Northwest Territories underscores a profound commitment to promoting responsibly sourced, authentic diamonds. The journey not only highlighted the beauty of these gems but also the extensive social and economic benefits they bring to local communities. Through this campaign, James demonstrates that true luxury lies in authenticity, rarity, and responsibility, resonating deeply with her audience and setting a new standard in the diamond industry.
