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 brightest acting stars – and now Lily James is gleaming in her latest role as an ambassador for ethical diamonds.
The actress, 34, 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 are sourced.
Ms James struck a series of poses for the NDC’s new campaign shot in New York City, showing off her jewellery with four different outfits.
In one picture, she wears a chic black dress with a diamond choker, ring, bangles, 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 intentional with the diamond jewellery I wear. I love to go full out on the red carpet but also pare my diamond jewellery down and wear it with jeans.’
Dazzling: Lily James is gleaming in her latest role as an ambassador for ethical diamonds
Ambassador: Actor : Ms 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 served as 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 fortunate enough to go to these amazing schools and talk to the kids and hear the teachers talk about how the roads have changed and all the hospitals they now have access to.’
The campaign comes after diamond jewellery sales plummeted from pandemic highs and as competition from lab-grown diamonds rises.
While diamonds from Africa have, in large part, had a horrific history, the NDC has tried to reinvent the industry with its ethical narrative. However, it has come under fire for ‘flawed’ claims about the carbon footprint of mined diamonds compared with that of lab diamonds.