Lily James Shines in New Natural Diamond Advertising Campaign

British actress Lily James is now starring in the second chapter of “To Treasure Now and Forever,” a campaign initiated by the New York-based Natural Diamond Council (NDC). This campaign comes at a time when the price gap between natural and lab-grown diamonds continues to expand, IDEX Online reports.


The 34-year-old Emmy-nominated actress, known mainly for her roles in “Pam and Tommy” and “Downton Abbey,” assumed the role of global ambassador for the NDC last year and headlined the inaugural installment of the campaign.


In a press release, Lily James said: “It has been illuminating to discover the positive impact of the natural diamond industry across the globe and its commitment to continued improvement. I am eager to witness more of this firsthand in my new role.”


A new collection of images, showcasing  jewelry designs by acclaimed names such as Anita Ko and Norman Silverman, will be made available for retailers in both traditional and digital advertising throughout 2024, the NDC said.