The Real. Rare. Responsible campaign takes viewers along on a discovery trip, supporting local supply chains during a visit to the world's third-largest diamond production region.
Entitled “ Real. Rare. Responsible ,” the organization's new campaign tours the Northwest Territories of Canada and stars British actress and global NDC ambassador Lily James . Throughout a hero film, short clips and imagery set to be released in late summer, she helps shine a light on the region's importance to global diamond production , as it is the third-largest area by output.
“The natural diamond industry is one of the most highly regulated and responsible mining industries in the world and you can trust that wherever your natural diamond is from: land, wildlife and local and Indigenous communities are a top priority.”NDC’s representative traveled to Canada's NWT for the campaign, exposing the natural beauty of the mountainous environment while capturing how the diamond industry contributes to the local community.
During the trip, Ms. James also met with the Indigenous Peoples of the Yellowknives Dene First Nation, who reside on the land where the Rio Tinto gem-splitting facility, De Beers Canada and Diamonds de Canada production sites are located. “While exploring the area, I witnessed firsthand how responsible practices aren’t just a choice but they’re a deep heartfelt commitment across the natural diamond industry,” she said. “We were lucky enough to attend a cultural experience with the Yellowknives Dene First Nation.
Featured Industry Sectors Jewelry News Sustainability Canadian Diamond Production Diamond Mining Diamond Production Jewelry Lily James Luxury Luxury Advertising Luxury And Canada Luxury And Indigenous People Luxury Daily Luxury Diamonds Luxury Jewelry Luxury Marketing Luxury News Luxury Sustainability Natural Diamond Council Natural Diamond Council Campaign Ndc Northwest Territories Polar Bear Diamond Real. Rare. Responsible Rio Tinto Sustainability Yellowknives Dene First Nation
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