De Beers announces Lupita Nyong 'o as its first Global Ambassador. The Academy Award-winning actor stars in the new brand campaign, De Beers: Where It Begins , which tells the story of the only global luxury brand that starts at the source.
As a core element of the partnership Nyong'o will support De Beers' Building Forever commitment, which aims to advance women and girls where its diamonds are discovered. Renowned Australian photographer and director Lachlan Bailey follows Nyong'o from the discovery of a rough
diamond to its magical transformation into magnificent jewellery. The campaign celebrates De Beers' unique passion for sourcing the rarest treasures of nature and revealing their exceptional beauty through remarkable craftsmanship.
As Nyong'o embarks on her journey, she discovers the power that only a De Beers natural diamond jewellery creation holds: turning the ordinary into the extraordinary, a moment into forever and herself into a magnetic woman with limitless potential.
As a powerful woman who cares deeply about the world around her, Nyong'o is the ultimate representative of De Beers' Building Forever commitment to people and the planet. As a brand that is part-owned by the citizens of Botswana , Namibia and South Africa , De Beers thinks differently about what value is and how it is created.
To this end, through its Building Forever approach, De Beers will work with Nyong'o in pursuit of the brand's public goals to engage 10,000 girls in STEM, support 10,000 women entrepreneurs and invest at least $10 million across southern Africa to achieve these goals by 2030…
