Lily James finds another way to shine as she takes on her latest role as an ambassador for ethical diamonds
She’s one of Britain’s biggest acting stars – and now Lily James stars in her latest role as an ambassador for ethical diamonds.
The 34-year-old actress, who is already the face of Charlotte Tilbury and Sky Mobile, has lent her name to the Natural Diamond Council and visited Botswana, where the jewels come from.
Ms. James struck a series of poses for the NDC’s new campaign photo in New York City, showing off her jewelry in four different outfits.
In one photo, she wears a chic black dress with a diamond choker, ring, bracelets and earrings.
She follows in the footsteps of Bond girl Ana de Armas, the previous face of the brand. Ms James said: ‘After visiting Botswana and seeing the positive impact the diamond mining industry has on the surrounding communities and ecosystems… It made me want to be even more conscious about the diamond jewelery I wear. I love going all out on the red carpet, but I can also cut out my diamond jewelry and wear it with jeans.”
Dazzling: Lily James shines in her latest role as an ambassador for ethical diamonds
Ambassador: Actor: Mrs. James meets schoolchildren while in Botswana
Rock star: The actress admires a rough-cut gemstone. She is already the face of Charlotte Tilbury and Sky Mobile
In a separate behind-the-scenes video of the project, the actress, who has been the council’s global ambassador since September last year, added: ‘Botswana was so inspiring on so many levels. It was the trip of a lifetime. I went with my mother and it was really special.
“I was lucky enough to go to these great schools and talk to the kids and hear the teachers talk about how the roads have changed and all the hospitals they have access to now.”
The campaign comes as diamond jewelry sales plummeted following a pandemic and competition from lab-grown diamonds increases.
Although diamonds from Africa have largely had a horrific history, the NDC has sought to reinvent the industry with its ethical story. However, it has come under fire for ‘flawed’ claims about the carbon footprint of mined diamonds compared to that of laboratory diamonds.