By Zuko Komisa
Actress Lupita Nyong’o, an Academy Award winner, was named as De Beers’ first global ambassador on Thursday.
She will play the lead role in the company’s newest advertising campaign, “De Beers: Where It Begins,” which explores the history of the prestigious worldwide brand, as part of the relationship.
The campaign follows Nyong’o as she finds a rough diamond and witnesses its enchanted transformation into stunning jewellery.
“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,” said Marc Jacheet, De Beers CEO, brands.
Nyong’o will also promote De Beers’ ‘Building Forever’ commitment through the partnership, which strives to empower women and girls in areas where its diamonds are found.
De Beers will collaborate with Nyong’o to meet the brand’s stated objectives to help 10,000 women entrepreneurs, engage 10,000 girls in STEM, and spend at least $10 million in southern Africa.
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