Return To GemBlog

Diamonds and Holidays. For Moments Like No Other.

The holiday season is a wonderful time to reconnect with friends and family. Of course the manner in which we do that this year is different than prior seasons. FaceTime and Zoom are replacing drives or flights. Gatherings are smaller. Safety and health are prioritized.

Celebrating memories and moments

When connecting with friends and family there is one component which remains unchanged. Shared memories, the joy of time spent together and reliving those moments anew. And while we may not be celebrating in person, the joy of revisiting treasured memories with others remains possible and, for many, has become extremely meaningful.

In September, at the height of the pandemic, The Natural Diamond Council launched the campaign “For moments like no other.” Emphasizing the two-way benefit natural diamond sales bring to indigenous people in the upstream value chain, the campaign’s premise is that diamonds are not solely for romantic interests or formal occasions. They are meant for every type of connection.

Photo credit:

Celebrity endorsement

Rising star Ana de Armas has served as the face of the NDC’s campaign. The Cuban born actor was nominated for a Golden Globe for her role in the 2019 hit Knives Out. She reunites with co-star Daniel Craig for the newest Bond Film No Time to Die and was selected to portray Marilyn Monroe in the Netflix biopic Blonde, based on the novel by Joyce Carol Oates, both scheduled for release in 2021.

“When it comes to diamond-wearing, the new rule is: there are no rules.”

Ana is featured on the website, in a series of visually breathtaking short videos highlighting Love, Family, Friendship and Freedom. Filmed in Portugal, directed by Manu Cossu and captured with the lens of Camilla Åkrans, diamonds are seen as adornment in settings seen as casual, fun, energetic, present, and, most importantly, driven by connection and experience.

According to David Kellie, CEO of Natural Diamond Council:

Ana is a true talent, and the dynamism she exemplifies is exactly what we seek to do daily in our support of the natural diamond industry. This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It’s a more contemporary approach to the diamond dream, for meaningful moments large or small.

Behind the scenes with Ana for Moments Like No Other

Love, Freedom, Friendship and Family.

Whether heading to a reunion with loved ones after months of isolation, seeing your best friend for a glass of wine after a long day, or taking a twilight walk with a partner, each and every moment is its own, and every moment is like no other.

Ana de Armas comments:

I love thinking of diamonds this way, as special emblems of even the small personal moments in our lives. They represent joy and warmth and beauty.

Celebrity designers

This campaign marks the first initiative by the NDC to showcase a celebrity endorser, along with a diverse roster of jewelry designers working with natural diamonds in practical, modern ways.

A sample of designers and brands featured in the campaign include: Anita Ko, KATKIM Fine Jewelry, De Beers Jewellers, Ana Khouri, Delfina Delettrez, Gabriel & Co, Zoe Chicco, Eriness, London Jewelers, Jade Trau, Lorraine Schwartz, Suzanne Kalan, Fernando Jorge, Vanleles, Foundrae, Marla Aaron, Nikos Koulis and more. All of these entities use diamonds from NDC producers.

The Natural Diamond Council represents seven of the world’s leading diamond producers, all of which must follow the group’s ethical codes, with an emphasis on mindful and sustainable mining practices and the support of women and families in diamond-mining communities. The mission of the Natural Diamond Council is to advance the integrity of the modern diamond jewelry industry and inspire, educate and protect the consumer.

Diamonds, Holidays, Memories and Moments

For those who can comfortably spend on gifts this holiday season, consider supporting the two-way benefit a diamond gift brings – for the recipient, along with the many indigenous people in world’s natural diamond value chains – along with the meaningful symbolism beyond adornment which has always been connected with diamonds.

No matter what your circumstances in 2020 – when it comes to all things related to love, freedom, friendship and family – I wish you sparkling holiday moments like no other.

Subscribe to our GemBlog

Receive a weekly roundup of intelligence and insight from our expert team of gemologists and jewelry enthusiasts.

"*" indicates required fields