De Beers announces Lupita Nyong’o as its First Global Ambassador

Lupita Nyong’o, the star of Black Panther, has been named as De Beers’ first worldwide ambassador.

The new advertising campaign, De Beers: Where It Begins, starring the Academy Award-winning actor, tells the tale of the one and only global luxury brand that begins at the source.

The campaign that will go live worldwide on November 3, 2022, intends to honor De Beers’ love of finding the most priceless natural jewels and showcasing their remarkable beauty through expert craftsmanship.

According to the brand, Nyong’o learns that only a natural diamond jewelry creation by De Beers can transform the ordinary into the extraordinary, a fleeting moment into forever, and herself into a captivating woman with infinite potential.

“I’m honored to be the First Global Ambassador for De Beers,” said Nyong’o. “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.”

Nyong’o’s support of De Beers’ Building Forever commitment, which seeks to promote women and girls in regions where its diamonds are discovered, is an essential component of the new collaboration.

De Beers views Nyong’o as a strong woman who has a strong sense of responsibility for the world she lives in, making her the ideal representative of its Building Forever commitment to people and the environment.

Speaking of the announcement, De Beers CEO brands, March Jacheet said: “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. 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.”