Nyong'o stars in the new De Beers brand campaign, “De Beers: Where It Begins”. It will showcase the story of the world's only global luxury brand that starts at the source. From the discovery of rough diamonds to the production of fine jewellery.
It is exciting to be the first ambassador of De Beers said Nyong'o. For this unexpected event I am very proud ! But the essential bonus is working with De Beers on Building Forever which is their sustainability framework.
Mainly the focus of this framework is on creating opportunities for women and girls in Southern Africa. This is an effort clearly very close to my heart. It was very clear that De Beers was very interested in both what I represent off screen and my work on screen, and that was key for me.
In the campaign, renowned Australian photographer and director Lachlan Bailey will follow Nyong'o. From the discovery of a rough diamond to its magical transformation into exquisite jewellery.
According to De Beers, as Nyong'o embarks on her journey, she discovers the power that lies within a single De Beers natural diamond jewellery creation. Turning the ordinary into extraordinary, a moment into forever and herself into a magnetic woman with limitless potential.”.
The campaign showcases De Beers' passion for finding nature's rarest treasures. Also revealing their extraordinary beauty through remarkable craftsmanship.
As part of the partnership, Nyong'o will also strengthen the commitment to De Beers Building Forever. Her goal is to advance the progress of women and girls in the areas where she discovers her diamonds. By engaging 10,000 girls in STEM and supporting 10,000 female entrepreneurs.
Nyong'o said of her role in relation to De Beers. “De Beers does a lot of work that is important to me, including protecting the natural environment. Still ensuring prosperity and development for their working communities. I particularly focus on their work that promotes and invests in women and girls. It is an ambitious goal, but if we work together, I am very optimistic that we will meet this challenge.”.
De Beers said: “As a strong woman who has a great interest in the world around her, Nyong'o is the ultimate representative of De Beers” Building Forever commitment to people and the planet. As a brand owned in part by the people of Botswana, Namibia and South Africa, De Beers thinks differently about what value is and how it is created.".
“Building Forever” is De Beers' plan to create a positive and sustainable impact that will last long beyond the discovery of diamonds.
To achieve this, De Beers has set twelve ambitious goals, mainly around four clear pillars. On these it can have a substantial impact. Such as leading ethical practices, working together for thriving communities, protecting the natural world and accelerating equality of opportunity. De Beers‘ goal is for the plan to be successful by 2030.
“I am honoured to be the first global ambassador of De Beers. This campaign brings to life the transformative power I feel when I wear De Beers” diamond creations. Also the pride I feel when I know their origins and the good they do. More importantly, my partnership with De Beers allows me to extend my support to women and girls around the world," says Lupita Nyong'o.
“With her rare magnetism and elegance, Lupita Nyong'o is a testament to the power of limitless possibilities. Embodying modern and responsible luxury, Lupita is an inspiration to us all.
De Beers is proud that Lupita has joined our Building Forever commitment to people and the planet. So we are supporting her in an exciting new chapter of her career,” says Marc Jacheet, De Beers Board of Directors for Brands.
Just five years after her acting debut, Nyong'o became the first Kenyan and Mexican to win the Academy Award for Best Actress. She has starred in 12 Years A Slave, Star Wars, Us, Black Panther and Wakanda Forever. She has even won an Emmy Award as the narrator of her children's book Sulwe. In 2020, Forbes named her as one of the 50 most powerful women in Africa.
When asked how natural diamonds make her feel, Nyong'o said: “Well, there is something profound about wearing an object that was formed literally millions of years ago in the mantle of the earth. A piece unique to our planet. Wearing something so primal and so durable makes me feel humble and empowered, beautiful and confident and ultimately very charming.”.
“De Beers: Where It Begins” launches globally with integrated media activities in various communication modes on 3 November.
