Ana de Armas 'Loves Life' in the Natural Diamond Council's New Campaign
The Knives Out actress' latest role celebrates sustainability and a return to the natural world.
In line with the rise of sustainability in the jewelry space, the Natural Diamond Council has unveiled its sophomore "For Moments Like No Other" campaign starring actress Ana de Armas. The campaign, shot in Mallorca, Spain, encourages consumers to "Love Life," something the Deep Water star is intent on doing in this post-pandemic landscape.
“I hope this campaign brings joy and hope to everyone," explained de Armas. "I hope that it inspires people to love stronger, to enjoy every minute and cherish the moments of happiness with their loved ones. It was an amazing experience working with this incredible team and I couldn’t be happier to be working again with the Natural Diamond Council.”
The NDC maintains an international presence advocating on behalf of ethical and sustainable diamond mining. However, this most recent campaign highlights both the joys of returning to life and wearing naturally sourced diamonds.
“Diamond jewelry sales have seen record-breaking growth as we emerge from the pandemic,” said David Kellie, CEO of Natural Diamond Council, “consumers are eager to create new memories and natural diamonds are synonymous with celebrating life’s moments. This campaign emanates the 'Love Life' manifesto to the core. We’re thrilled to have Ana de Armas back with us for another year to share the magic of natural diamonds with a global audience.”
The collection featured throughout the campaign includes 11 pieces created by Malyia McNaughton, a young jewelry designer based in Brooklyn, New York. Her work utilizes a keen sense of modernity and glamour to showcase an array of intricately crafted diamond pieces.
“It was a privilege to work alongside Malyia and see how she applied her unique sensibility in interpreting the confluence of the season’s most prevailing diamond jewelry trends—gender fluidity, heavy metal chains, and the marquise cut—with the essence of Love Life. The resulting original and modern collection has inspired and mobilized major manufacturers and NDC’s retailer network to carry or create versions of these IP-protected designs as they prepare themselves for the holiday season and beyond," said Kristina Buckley Kayel, Managing Director of Natural Diamond Council.
To learn more about her work on the campaign and her love of jewels, L'OFFICIEL speaks with de Armas to discuss all things diamond.
L'OFFICIEL: What drew you to join the campaign?
Ana de Armas: I think it's, basically the idea of the campaign. This campaign is an expression of [loving life.] And I really want to be a part of this world again. I feel like this pandemic has been challenging for most. It's made us really think about how we want to spend our time and with who and really cherish the moments we can actually get together. We haven't been able to be with the people we love and I hope this campaign brings joy and inspiration for people to want to dive back into life and keep exploring and do the things they love like traveling and enjoying life which is something that we haven't been able to do much. But I just thought that it was a celebration of life and I wanted to do that.
LO: You mentioned that you hope this campaign brings people joy. What's something that brings you joy that people may not know about?
ADA: I don't know. It brings me joy to surprise people, like surprises. Me doing the surprise, not getting the surprise. Yeah, just the planning around it. It could be something very simple—very simple, not talking about big things—but just the planning around it and seeing the other person's face reacting to it is a lot of fun for me.
LO: Why is it so important for you to choose natural diamonds?
ADA: I think diamonds are good and I have discovered over these two years that I've been working with the NDC what they do and what it means, ethical mining, and what it represents, and how much it changes and affects the lives of the people living in the areas where the mining is happening. When you learn about how much their lives are changing and these countries, you can't think any other way about any other diamond that you want to buy. I feel like you will always buy a diamond thinking of those communities where the diamonds are coming from and how the people will benefit from it.
LO: Malyia McNaughton designed the collection for the campaign. How was it wearing her designs?
ADA: I did and I do. I was really impressed by her work and I love wearing her pieces. She's an emerging designer that I think will have a really bright future. I loved the [Embrace Link Bracelet] and also the Cuban V Necklace. Those two were probably my favorites. Yeah, I was just so impressed by how modern and cool all of the pieces were. All of a sudden you're wearing this bracelet or necklace that feel really—I don't know. You're wearing all of these diamonds without feeling that you're overdressed or wearing too many diamonds in your everyday life. I feel like that's how modern diamond jewelry is going to be like—very accessible and collections that everyone can wear like genderless collections that men and women are wearing. I just really liked it. I was very excited.
LO: When it comes to jewelry, are you a “less is more” or “more is more” person?
ADA: It depends on the occasion. I think I'm both. Yeah, it depends on the occasion. I think there are moments where obviously less is more, and then sometimes you just have to go for it and layer all those diamonds and make it a statement. It depends on the dress or what you're wearing, obviously.
LO: Sometimes you've got to go all out.
ADA: Oh, yeah. You gotta do it. Sometimes, you've just got to do it.
LO: You have several movies coming up within the next year. How was it getting back on a movie set after spending so long inside?
ADA: It was great and strange at the same time. It's a strange, unnatural situation working under these circumstances. As you know, we all have to wear masks and all the protocols and regulations and things are very strict as they should be because on a movie set it's a lot of people and they're all working very close to each other. We just had to be very mindful and respectful of everyone's space, but at the same time, it was very exciting.
It's my favorite thing and place to be, so I enjoyed every minute, but it's challenging and it could be distracting and even exhausting breathing at some points, but I think it's beautiful and very inspiring. It was a very positive feeling that things are heading in the right direction that we're going back to work and we're going back to life and that people are willing to, while they're following the rules, but that everyone is willing to keep working and that everyone's excited to keep going and keep doing good things. It was nice, and it was also nice to socialize and see people, the people you've worked with in the past, and see them again and see that they're good and healthy and they're taking care of themselves. So it was all of that together. It's a mix of emotions, but overall I think it was great and positive and it's amazing that people are going back to work.
LO: You’re playing Marilyn Monroe in an upcoming biopic, so I have to ask, are diamonds really a girl’s best friend?
ADA: I mean, one of them, yeah. I would they are something that will, for sure, last you forever and will be with you forever. It’ll be very meaningful and bring back memories that only you'll know what they mean. But, yeah, not the only best friend.
