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  • Lupita Nyong’o (Photo courtesy: De Beers)

De Beers Announces Hollywood Star as First Global Ambassador


De Beers announced recently that the Academy Award-winning actor Lupita Nyongo will be its first global ambassador featuring in the new brand campaign, which supports company’s Building Forever commitment for women and girls to advance at where its diamonds are discovered.


The campaign, “De Beers: Where It Begins”, tells the story of the only global luxury brand that starts at the source. It celebrates De Beersunique passion for sourcing the rarest treasures of nature and revealing their exceptional beauty through craftsmanship.


Im honoured to be the first Global Ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear De Beersdiamond 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,” says Lupita Nyongo.


As a brand that is part-owned by the citizens of Botswana, Namibia and South Africa, De Beers thinks differently about what value is and how it is created. To this end, through its Building Forever approach, De Beers will work with Nyongo in pursuit of the brands public goals to engage 10,000 girls in STEM, support 10,000 women entrepreneurs and invest at least $10 million across southern Africa to achieve these goals by 2030.


With her rare magnetism and elegance, Lupita Nyongo 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.” says Marc Jacheet, De Beers CEO Brands.


The “De Beers Where It Begins” campaign will be launched globally with integrated media activations across multiple touch-points on 3 November, 2022.





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