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De Beers Taps Hollywood Star as First Global Ambassador

Oct 25, 2022 8:41 AM   By Leah Meirovich
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RAPAPORT... De Beers has chosen Academy Award winner Lupita Nyong’o as its first global ambassador. She will star in the company’s new brand campaign and support its Building Forever project to advance women and girls in diamond communities.

The Where It Begins campaign follows Nyong’o from her discovery of a rough diamond through to its transformation into jewelry, De Beers said Monday. Meanwhile, the actress will also help De Beers advance its goals of engaging 10,000 girls in STEM (science, technology, engineering and mathematics) projects, supporting 10,000 women entrepreneurs, and investing at least $10 million across southern Africa. The miner hopes to achieve this by 2030.

“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” said Marc Jacheet, De Beers CEO of brands. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us.”

De Beers will launch the Where It Begins campaign globally on November 3, it added.

Image: Lupita Nyong’o. (De Beers)
Tags: Building Forever, De Beers, diamonds, global ambassador, Jewelry, Leah Meirovich, Lupita Nyong’o, Marc Jacheet, Where It Begins
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