The company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Golden Globe-Nominated Actress Fronts New Diamond Campaign
Ana de Armas, who scored a Globe nod for her performance in “Knives Out,” is the face of the Natural Diamond Council’s marketing push.

Featuring the tagline “For Moments Like No Other,” it stars actress Ana de Armas, who was nominated for a Golden Globe for her performance in 2019’s “Knives Out” and will play a CIA agent named Paloma in the upcoming James Bond movie, “No Time to Die.”
Shot along the Portugal coast in July, the crux of the campaign is to promote natural diamonds not just for engagements but as ways to mark myriad special moments between partners, as well as among friends and family.
Its aim is to “[throw] out the rule book of how and when diamonds should be worn,” said Kristina Buckley Kayel, the council’s managing director for North America, during an online launch presentation last week.
The campaign features trendier jewelry—stacking rings, chokers, ear cuffs—alongside classic pieces and is backed by a song that’s blend of old and new, too. “ily (i love you baby)” by Surf Mesa featuring Emilee is part of the chorus from Frank Valli’s 1967 hit “Can’t Take My Eyes Off You” looped over synthesizers.
WATCH: The New Commercial Promoting Natural Diamonds
Shorter versions, including behind-the-scenes footage, will be used on social media; air on regular TV channels including TLC, Bravo, the Hallmark channel and Lifetime; and appear on streaming platforms like Hulu and Amazon Fire.
The campaign also has a print element, with advertisements set to appear in the November 2020 issues of Vogue and Vanity Fair, in The New York Times, and on the websites of online publications like Bustle and Who What Wear.
“Our target audience is her, predominately, 21 to 45 years old, average household income around $75,000,” said Kayel, adding the media plan has a frequency of just over seven, meaning the target audience will be served the ad at least seven times between now and the end of the year.

Swedish fashion photographer Camilla Åkrans shot the campaign, with Manu Cossu directing.
It features jewelry from a range of designers, including Anita Ko, KatKim, Ana Khouri, Jade Trau, Suzanne Kalan, Lorraine Schwartz, Marla Aaron, Fernando Jorge, Foundrae and Nikos Koulis.
In addition to the United States, the campaign will advertise natural diamonds in the United Kingdom, China and India.
“For Moments Like No Other” is the first campaign for the Natural Diamond Council since it changed its name from the Diamonds Producers Association earlier this year and scrapped its old marketing campaign, “Real Is Rare, Real Is a Diamond.”
It is also, the council said, the first non-brand-specific campaign for diamonds fronted by a celebrity.
To see more from the campaign, visit the council’s consumer-facing website, Only Natural Diamonds.
Retailers interested in obtaining marketing materials for the campaign should email the Natural Diamond Council at info@naturaldiamonds.com.
The Latest

The organization has raised more than $1.3 million for charity since its inception.

The brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.


The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

An additional 25 percent tariff has been added to the previously announced 25 percent.

The jewelry and accessories retailer plans to close 18 stores as part of the proceedings.

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

The organization has awarded a total of $42,000 through its scholarship programs this year.

The winner of the inaugural David Yurman Gem Awards Grant will be announced live at the 2026 Gem Awards gala.

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell brings more than a decade of experience to the role.

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.