GradingOct 21, 2022
De Beers Promotes 4 Internally, Neil Ventura ExitsSourcingOct 26, 2022
De Beers Names Lupita Nyong’o as First Global Ambassador
The actor will star in its new campaign and support its charitable initiatives for women and girls in southern Africa.
De Beers has named Lupita Nyong’o as its first global ambassador. Here, she is wearing jewels from De Beers’ “Enchanted Lotus” collection.
London—De Beers has named Academy Award-winning actor Lupita Nyong’o as its first global ambassador.
Nyong’o will star in its new brand campaign, “De Beers: Where It Begins.”
Australian photographer and director Lachlan Bailey will follow Nyong’o alongside the diamond’s journey from rough stone to finished jewelry.
“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” said Marc Jacheet, CEO De Beers Brands. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us.”
Nyong’o has starred in “12 Years A Slave,” “Star Wars,” “Us,” “Black Panther,” and “Wakanda Forever.”
She was the first Kenyan and Mexican to win an Academy Award for Best Supporting Actress, and, in 2020, Forbes named her one of Africa’s 50 Most Powerful Women.
“I’m honored to be the first global ambassador for De Beers,” said Nyong’o.
“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.”
As a brand ambassador, she will support De Beers’ “Building Forever” commitment, which advocates for women and girls in diamond communities.
De Beers is part-owned by the citizens of Botswana, Namibia, and South Africa.
Nyong’o and the company will work together towards De Beers’ goals of engaging 10,000 girls in STEM, supporting 10,000 women entrepreneurs, and investing at least $10 million across southern Africa. The plan is to achieve these goals by 2030.
The campaign will launch globally on Nov.3.
Related stories will be right here …
Nyong’o will star in its new brand campaign, “De Beers: Where It Begins.”
Australian photographer and director Lachlan Bailey will follow Nyong’o alongside the diamond’s journey from rough stone to finished jewelry.
“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” said Marc Jacheet, CEO De Beers Brands. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us.”
Nyong’o has starred in “12 Years A Slave,” “Star Wars,” “Us,” “Black Panther,” and “Wakanda Forever.”
She was the first Kenyan and Mexican to win an Academy Award for Best Supporting Actress, and, in 2020, Forbes named her one of Africa’s 50 Most Powerful Women.
The campaign film will follow Nyong’o as she travels along the diamond’s journey from rough stone to finished jewelry.
“I’m honored to be the first global ambassador for De Beers,” said Nyong’o.
“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.”
As a brand ambassador, she will support De Beers’ “Building Forever” commitment, which advocates for women and girls in diamond communities.
De Beers is part-owned by the citizens of Botswana, Namibia, and South Africa.
Nyong’o and the company will work together towards De Beers’ goals of engaging 10,000 girls in STEM, supporting 10,000 women entrepreneurs, and investing at least $10 million across southern Africa. The plan is to achieve these goals by 2030.
The campaign will launch globally on Nov.3.
Editors' Picks
Sponsored by
More on Sourcing
The Latest
CollectionsApr 26, 2024
Piece of the Week: Jacquie Aiche’s Starry Galaxy NecklaceThe necklace is featured in the brand’s “Rebel Heart” campaign starring Adam Levine and Behati Prinsloo.
Events & AwardsApr 26, 2024
AGS Conclave and GIA Symposium Are ConvergingThe two organizations will host a joint event, “Converge,” in September 2025.
Events & AwardsApr 25, 2024
Alexis Padis Takes Over as AGS Board President Padis succeeds Lisa Bridge, marking the first time the organization has had two women board presidents in a row.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
EditorsApr 25, 2024
5 Tips for Creating Fans from the Top (Savannah) Banana Jesse Cole, founder of Fans First Entertainment, shared the “five Es” of building a fan base during his AGS Conclave keynote.
Weekly QuizApr 26, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
WatchesApr 25, 2024
Audemars Piguet and John Mayer Partner on Limited Edition WatchThe Royal Oak Perpetual Calendar "John Mayer" was celebrated at a star-studded party in LA last week.
MajorsApr 25, 2024
Detroit Lions’ QB Jared Goff Keeps Going to JaredThe three-time Pro Bowler continues to partner with the retailer, donating to a Detroit nonprofit and giving watches to fans.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
CrimeApr 24, 2024
Jewelry Crime Declines Significantly, But Dollar Losses Remain High A double-digit drop in the number of in-store crimes was offset by a jump in off-premises attacks, JSA’s 2023 crime report shows.
CollectionsApr 24, 2024
Pippa Small Announces ‘Venus’ CollectionInspired by the Roman goddess of love, the designer looked to the sea for her new collection.
FinancialsApr 24, 2024
Kering’s Jewelry Brands a Bright Spot in Tough Q1The luxury titan posted declining sales, weighed down by Gucci’s poor performance.
Events & AwardsApr 24, 2024
JCK Industry Fund Announces 2024 Grant RecipientsThe selected nine organizations have outlined their plans for the funds.
SourcingApr 24, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
WatchesApr 24, 2024
These Are Rolex’s New Watches for 2024 The crown introduced a dozen timepieces in Geneva, including a heavy metal version of its deep-sea divers’ watch.
ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
