The Natural Diamonds Council is continuing its work with Lily James for a new campaign.

The council has tapped the “Pam & Tommy” actress for its “To Treasure Now and Forever” campaign. Photographed by Cass Bird, James appears in the campaign modeling four looks made up of an array of natural diamonds to showcase how the diamonds can work for “casual streetwear, power tailoring, sophisticated evening wear or full-blown glamour for a night out,” according to the council. 

“The first piece of diamond jewelry I bought myself was a tiny gold circular pendant with a small diamond in the center of an engraved heart shaped lock designed by a jeweler Jessica de Lotz,” James said. “Her store is local to where I used to live in north London. Every piece she makes is so unique and made with such love. The jewelry feels so personal. I fall in love with everything she makes — she’s wonderful.” 

This is James’ second campaign with the Natural Diamonds Council. The actress was tapped as a global ambassador by the council in September 2022.

“After visiting Botswana and seeing the positive impact the diamond mining industry has on the surrounding communities and ecosystems, and learning about what goes into sustaining them, it made me want to be even more intentional with the diamond jewelry I wear,” she said. “While my own approach to diamond jewelry is continually evolving, I love to go full out on the red carpet, but also paring my diamond jewelry down and wearing it with jeans. For me, wearing natural diamonds is about celebrating the sentiment behind who gave me the diamonds and the special moment I think of when I wear them. It was so special to launch my NDC ambassadorship with the ‘To Treasure Now and Forever’ campaign in my hometown of London. Now, to have the chance to shoot this new campaign in New York City, my home away from home, is a dream come true.” 

In addition to working with the Natural Diamonds Council, James is a brand ambassador for Charlotte Tilbury.