De Beers has appointed Lupita Nyong’o as its first global brand ambassador.
The award-winning academy actress will help the global luxury brand launch its latest “Where It Begins” campaign, highlighting the journey of diamonds from discovery to their transformation into fine pieces of jewelry.
“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities. Embodying modern and responsible luxury, Lupita is an inspiration for all of us,” said Marc Jacheet, chief executive of De Beers brands.
“De Beers is proud that Lupita has joined our Building Forever commitment to people and the planet and we stand with her as she embarks on an exciting chapter in her career.”
In addition to hiring Nyong’o as its ambassador, the company announced an eight-year-long plan to support 10,000 female entrepreneurs and STEM education for 10,000 girls through a $10 million investment in South Africa.
“I’m honored to be the first global ambassador for De Beers,” Nyong’o said. “This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond creations and the pride in knowing where they come from and the good they do.”
“Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”
Photo credit: De Beers