De Beers announces Lupita Nyong’o as first global ambassador

De Beers announces Lupita Nyong’o as its first Global  Ambassador. The Academy Award-winning actor stars in the new brand campaign, “De Beers: Where It  Begins”, which tells the story of the only global luxury brand that starts at the source. As a core element of the partnership, Nyong’o will support De Beers’  Building Forever commitment, which aims to advance women and girls where its diamonds are discovered. 

Australian photographer and director  Lachlan Bailey follows Nyong’o from the discovery of a rough diamond to its magical transformation into magnificent jewelry. The campaign celebrates  De Beers’ unique passion for sourcing the rarest  treasures of nature and revealing their exceptional beauty through remarkable craftsmanship.

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.

“As a powerful woman who cares deeply about  the world around her, 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,” the brand said in a release.

De Beers will work with Nyong’o in pursuit of the brand’s public goals to engage 10,000 girls in  STEM, support 10,000 women entrepreneurs, and invest at least $10 million across southern Africa to achieve these goals by 2030.

“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” says Lupita Nyong’o. 

“De  Beers is proud that Lupita has joined our Building  Forever commitment to people and the planet and  we stand with her as she embarks on an exciting chapter in her career,” says Marc Jacheet, CEO, De  Beers Brands. 

The De Beers: Where It Begins campaign launches globally with integrated media activations across multiple touchpoints on November 3.