Ana de Armas Stars in The Natural Diamond Council’s First Ever Celebrity Campaign

 

The Natural Diamond Council (NDC) announces the imminent launch of its first ever celebrity campaign, starring the actress Ana de Armas.

Ana de Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out, and she’ll soon appear in the upcoming James Bond film, No Time to Die. Ana de Armas also shines throughout this new multipart campaign, which was developed to celebrate the myriad connections with which natural diamonds are worn or exchanged, and to bring awareness to the Natural Diamond Council’s “Only Natural Diamonds” online platform. The Natural Diamond Council represents seven of the world’s leading diamond producers, all of which must follow the group’s ethical codes, with an emphasis on mindful and sustainable mining practices and the support of women and families in diamond-mining communities. The “Only Natural Diamonds” portal serves as a window of discovery into this natural diamond universe.

The campaign—which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans—will be released on September 20, 2020, during the first ever virtual Emmy Awards. Teasers will be dropped in the weeks leading up to the ceremony, and information about the campaign will appear on the NDC’s website from September 16, 2020.

Ana de Armas was approached for the project as she radiates with poise and modernity, and she epitomises an ascendant, free-thinking generation. Her elegant, effervescent and easygoing demeanor reflects the next chapter in the history of natural diamonds; a mindset in which the traditional tenets of diamond-wearing and exchanging are dismantled, leaving an open playing field in their place. From a barefoot party in a fragrant vineyard to a tangerine sunset along the Portuguese coast—diamond baguettes catching and diffusing the glowing rays as the sun slides into the horizon—this new attitude is casual, fun, energetic, present, and, most importantly, driven by connection and experience. Whether heading to a reunion with loved ones after months of isolation, seeing your best friend for a glass of wine after a long day, or taking a twilight walk with a partner, each and every moment is its own—and every moment is like no other.

“I love thinking of diamonds this way, as special emblems of even the small personal moments in our lives,” says Ana de Armas. “They represent joy and warmth and beauty.”

The campaign’s 30-second hero spot airing at the Emmys will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip. She is seen in laid-back outdoor settings with friends, with a parent, and with a partner. In this, a fresh, opened-up association continues to be emphasised: diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection.

This new campaign marks a number of firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner. It is the first celebrity-fronted campaign for a diamond group (brand agnostic), adding an important contribution to an industry that supports the livelihoods of roughly 10 million people worldwide. This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative by the NDC to showcase such a diverse roster of jewellery designers that work with natural diamonds in exceptionally modern ways.

“Ana is a true talent, and the dynamism she exemplifies is exactly what we seek to do daily in our support of the natural diamond industry,” says David Kellie, CEO of Natural Diamond Council. “This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It’s a more contemporary approach to the diamond dream, for meaningful moments large or small.”

A selection of the designers and brands featured in the campaign, all of which use diamonds from the Natural Diamond Council’s producers, include: Anita Ko, KATKIM Fine Jewelry, De Beers Jewellers, Ana Khouri, Delfina Delettrez, Gabriel & Co, Zoe Chicco, Eriness, London Jewelers, Jade Trau, Lorraine Schwartz, Suzanne Kalan, Fernando Jorge, Vanleles, Foundrae, Marla Aaron, Nikos Koulis and more.

Following its Emmys debut, the campaign will be featured in print media, including Vogue and Vanity Fair’s respective November 2020 issues, The New York Times, and at online publications ranging from Bustle to Who What Wear. It will, additionally, be featured on non-linear TV, from Hulu to Amazon Fire. The Natural Diamond Council will also distribute campaign materials through its owned channels, including its website, which will feature behind-the-scenes footage and an interview element with Ana de Armas, as well as comprehensive information about the brands and designers that are seen. The campaign will have a global presence, also running in the United Kingdom, China and India.

Source: DCLA

Ana de Armas Stars in The Natural Diamond Council’s First Ever Celebrity Campaign

 

The Natural Diamond Council (NDC) announces the imminent launch of its first ever celebrity campaign, starring the actress Ana de Armas.

Ana de Armas is a rising Hollywood star. She recently received a Golden Globe nomination for her role in Knives Out, and she’ll soon appear in the upcoming James Bond film, No Time to Die. Ana de Armas also shines throughout this new multipart campaign, which was developed to celebrate the myriad connections with which natural diamonds are worn or exchanged, and to bring awareness to the Natural Diamond Council’s “Only Natural Diamonds” online platform. The Natural Diamond Council represents seven of the world’s leading diamond producers, all of which must follow the group’s ethical codes, with an emphasis on mindful and sustainable mining practices and the support of women and families in diamond-mining communities. The “Only Natural Diamonds” portal serves as a window of discovery into this natural diamond universe.

The campaign—which was lensed in coastal Portugal, directed by Manu Cossu and photographed by Camilla Åkrans—will be released on September 20, 2020, during the first ever virtual Emmy Awards. Teasers will be dropped in the weeks leading up to the ceremony, and information about the campaign will appear on the NDC’s website from September 16, 2020.

Ana de Armas was approached for the project as she radiates with poise and modernity, and she epitomises an ascendant, free-thinking generation. Her elegant, effervescent and easygoing demeanor reflects the next chapter in the history of natural diamonds; a mindset in which the traditional tenets of diamond-wearing and exchanging are dismantled, leaving an open playing field in their place. From a barefoot party in a fragrant vineyard to a tangerine sunset along the Portuguese coast—diamond baguettes catching and diffusing the glowing rays as the sun slides into the horizon—this new attitude is casual, fun, energetic, present, and, most importantly, driven by connection and experience. Whether heading to a reunion with loved ones after months of isolation, seeing your best friend for a glass of wine after a long day, or taking a twilight walk with a partner, each and every moment is its own—and every moment is like no other.

“I love thinking of diamonds this way, as special emblems of even the small personal moments in our lives,” says Ana de Armas. “They represent joy and warmth and beauty.”

The campaign’s 30-second hero spot airing at the Emmys will be complemented by a series of shorter video segments, spotlighting the various relationships portrayed from the clip. She is seen in laid-back outdoor settings with friends, with a parent, and with a partner. In this, a fresh, opened-up association continues to be emphasised: diamonds are not solely the purview of romantic interests or formal occasions. They are meant for every type of connection.

This new campaign marks a number of firsts for the Natural Diamond Council, in addition to welcoming its first Hollywood headliner. It is the first celebrity-fronted campaign for a diamond group (brand agnostic), adding an important contribution to an industry that supports the livelihoods of roughly 10 million people worldwide. This is also the first campaign dedicated to NDC’s “Only Natural Diamonds” platform, and the first marketing initiative by the NDC to showcase such a diverse roster of jewellery designers that work with natural diamonds in exceptionally modern ways.

“Ana is a true talent, and the dynamism she exemplifies is exactly what we seek to do daily in our support of the natural diamond industry,” says David Kellie, CEO of Natural Diamond Council. “This campaign redefines traditional diamond moments, celebrating a variety of personal connections with these natural stones. It’s a more contemporary approach to the diamond dream, for meaningful moments large or small.”

A selection of the designers and brands featured in the campaign, all of which use diamonds from the Natural Diamond Council’s producers, include: Anita Ko, KATKIM Fine Jewelry, De Beers Jewellers, Ana Khouri, Delfina Delettrez, Gabriel & Co, Zoe Chicco, Eriness, London Jewelers, Jade Trau, Lorraine Schwartz, Suzanne Kalan, Fernando Jorge, Vanleles, Foundrae, Marla Aaron, Nikos Koulis and more.

Following its Emmys debut, the campaign will be featured in print media, including Vogue and Vanity Fair’s respective November 2020 issues, The New York Times, and at online publications ranging from Bustle to Who What Wear. It will, additionally, be featured on non-linear TV, from Hulu to Amazon Fire. The Natural Diamond Council will also distribute campaign materials through its owned channels, including its website, which will feature behind-the-scenes footage and an interview element with Ana de Armas, as well as comprehensive information about the brands and designers that are seen. The campaign will have a global presence, also running in the United Kingdom, China and India.

Source: DCLA

Petra Diamonds recovers five rare large high-quality blue diamonds at Cullinan Mine

 

South Africa’s Petra Diamonds, which put itself up for sale in June, announced on Wednesday it had found five high-quality blue diamonds, but toned down the news by saying the discovery won’t help turn around its fortunes.

Petra, which has been hit by a triple whammy of weak market conditions, power emergencies in the home country and covid-19, found the Type IIb blue diamonds at its flagship Cullinan mine.

The high quality stones, in terms of both their colour and clarity, range in size from 9.6 carats to 25.8 carats, the company said.

The miner didn’t indicate the diamonds’ potential value but said it is considering sale options.

“These finds, whilst a positive development, will not have a material impact on the likely terms of the required long-term solution to improve the group’s capital structure, nor the significant level of equity dilution that existing shareholders are likely to experience in connection with its implementation,” Petra said in the statement.

The company also warned that measures to improve its capital structure could result in significant equity dilution.

Blue stones are among the rarest and most valuable and have lately fetched higher prices than white diamonds. Last year, Petra sold a 20.08-carat blue gem for $14.9 million, or about $741,000 per carat.

“Flexible” approach to sales
Petra was already struggling when the covid-19 pandemic added further pressure to a sector that was just beginning to show some green shots.

The miner tried in 2019 to turn around its fortunes after piling up debt to expand its flagship Cullinan mine in South Africa. The renowned mine, where the world’s largest-ever diamond was found in 1905, produces about a quarter of the world’s gem-quality diamonds. It is also the source of the vast majority of blue stones.

In May, Petra failed to make an interest payment on a $650 million bond, but won some breathing space from creditors who said they would not declare a default until August.

The diamond producer also cancelled May and June tenders because of travel restrictions and low demand from the midstream. While it originally expected to hold a tender in September, Petra said it was still evaluating the optimal route to market for the stones it mines. It added it would release further information to its customer base once a decision about the marketing plan to follow had been made.

For now, the company is taking a “flexible” approach to selling diamonds in light of ongoing travel restrictions triggered by the global pandemic.

Despite the numerous challenges, Petra is targeting a ramp-up to pre-covid-19 production levels. It added it will disclose production targets for 2021 once it reaches a “sustainable level of operational stability.”

Source: DCLA

Petra Diamonds recovers five rare large high-quality blue diamonds at Cullinan Mine

 

South Africa’s Petra Diamonds, which put itself up for sale in June, announced on Wednesday it had found five high-quality blue diamonds, but toned down the news by saying the discovery won’t help turn around its fortunes.

Petra, which has been hit by a triple whammy of weak market conditions, power emergencies in the home country and covid-19, found the Type IIb blue diamonds at its flagship Cullinan mine.

The high quality stones, in terms of both their colour and clarity, range in size from 9.6 carats to 25.8 carats, the company said.

The miner didn’t indicate the diamonds’ potential value but said it is considering sale options.

“These finds, whilst a positive development, will not have a material impact on the likely terms of the required long-term solution to improve the group’s capital structure, nor the significant level of equity dilution that existing shareholders are likely to experience in connection with its implementation,” Petra said in the statement.

The company also warned that measures to improve its capital structure could result in significant equity dilution.

Blue stones are among the rarest and most valuable and have lately fetched higher prices than white diamonds. Last year, Petra sold a 20.08-carat blue gem for $14.9 million, or about $741,000 per carat.

“Flexible” approach to sales
Petra was already struggling when the covid-19 pandemic added further pressure to a sector that was just beginning to show some green shots.

The miner tried in 2019 to turn around its fortunes after piling up debt to expand its flagship Cullinan mine in South Africa. The renowned mine, where the world’s largest-ever diamond was found in 1905, produces about a quarter of the world’s gem-quality diamonds. It is also the source of the vast majority of blue stones.

In May, Petra failed to make an interest payment on a $650 million bond, but won some breathing space from creditors who said they would not declare a default until August.

The diamond producer also cancelled May and June tenders because of travel restrictions and low demand from the midstream. While it originally expected to hold a tender in September, Petra said it was still evaluating the optimal route to market for the stones it mines. It added it would release further information to its customer base once a decision about the marketing plan to follow had been made.

For now, the company is taking a “flexible” approach to selling diamonds in light of ongoing travel restrictions triggered by the global pandemic.

Despite the numerous challenges, Petra is targeting a ramp-up to pre-covid-19 production levels. It added it will disclose production targets for 2021 once it reaches a “sustainable level of operational stability.”

Source: DCLA

HB Antwerp Buys Sightholder’s Cutting Factory

 

HB Antwerp has acquired the manufacturing facility of Belgian large-stone specialist AMC Diamonds, gaining 13 employees alongside the company’s machinery and technology.

“With this acquisition, HB Antwerp confirms its ambition to bring the diamond-polishing process back to Antwerp in its entirety by combining the typical Antwerp savoir faire with the latest techniques in the field of laser technology, blockchain and [artificial intelligence],” a spokesperson for HB said.

Two-thirds of HB’s workforce now comprises technicians such as diamond polishers, software engineers and mechanical engineers, the company explained. It plans to carry out more recruitment in the coming months, HB added.

AMC, a De Beers sightholder, will maintain this status, and still has manufacturing facilities, a spokesperson for the company noted.

HB, which diamantaire Oded Mansori cofounded, partnered with Louis Vuitton earlier this year to buy the 1,758-carat Sewelô diamond from Lucara Diamond Corp. It also agreed to purchase all of Lucara’s rough over 10.8 carats through the end of 2020.

It since hired Boaz Lev from Malca-Amit as operations director and one of its managing partners, and hired former Antwerp World Diamond Centre spokesperson Margaux Donckier as director of communications and external affairs.

Source: DCLA

HB Antwerp Buys Sightholder’s Cutting Factory

 

HB Antwerp has acquired the manufacturing facility of Belgian large-stone specialist AMC Diamonds, gaining 13 employees alongside the company’s machinery and technology.

“With this acquisition, HB Antwerp confirms its ambition to bring the diamond-polishing process back to Antwerp in its entirety by combining the typical Antwerp savoir faire with the latest techniques in the field of laser technology, blockchain and [artificial intelligence],” a spokesperson for HB said.

Two-thirds of HB’s workforce now comprises technicians such as diamond polishers, software engineers and mechanical engineers, the company explained. It plans to carry out more recruitment in the coming months, HB added.

AMC, a De Beers sightholder, will maintain this status, and still has manufacturing facilities, a spokesperson for the company noted.

HB, which diamantaire Oded Mansori cofounded, partnered with Louis Vuitton earlier this year to buy the 1,758-carat Sewelô diamond from Lucara Diamond Corp. It also agreed to purchase all of Lucara’s rough over 10.8 carats through the end of 2020.

It since hired Boaz Lev from Malca-Amit as operations director and one of its managing partners, and hired former Antwerp World Diamond Centre spokesperson Margaux Donckier as director of communications and external affairs.

Source: DCLA

US citizen charged with running diamond Ponzi scheme, cryptocurrency scam

 

A 51 year-old US citizen has been charged with running a diamond and cryptocurrency based Ponzi scheme.

The US Department of Justice said on Friday that Aman was the operator of a Ponzi scheme from May 2014 to May 2019. Together with his partners, Aman allegedly solicited individuals to invest in “diamond contracts,” in which their money would be used to buy large, rough, uncut diamonds.

These diamonds would then be cut and polished in order to be resold at a profit. To instill trust in the organization, Aman said that funds were backed by his own physical colored diamond stock, apparently worth $25 million.

As is the case with many Ponzi and get-rich-quick schemes, investors expect to see a cut of the profits and without this, Ponzi schemes are exposed and collapse quickly. Therefore, Aman allegedly used investor funds to pay off earlier investment “interest,” and as more investors joined the pool, the transfer of funds down the chain continued without any legitimate profit obtained from diamond purchases.

When funds ran low and the operator was at risk of being exposed, he allegedly created “Reinvestment Contracts” to entice users to roll over their cash into new ‘deals’ in order to buy Aman time to sign up new investors.

However, this could not carry on forever, and US prosecutors say that Aman set up Argyle Coin as the Ponzi scheme was on the verge of collapse. Argyle Coin claimed to be a cryptocurrency project backed by diamond trading, and as a fresh wave of investment poured into the coffers, only a “fraction of the money received” was used to create a cryptocurrency token.

Instead, the DoJ says the majority of the funds were used to pay off investors from the previous Ponzi program, under the names Natural Diamonds Investment Co. and Eagle Financial Diamond Group Inc.

“During the course of the Ponzi scheme, Aman and his partners collected over $25 million from hundreds of investors,” prosecutors say. “Aman allegedly used the money to make purported interest payments to investors, to pay business expenses, to pay commissions to the partners, and to support his own lavish lifestyle.”

Investor funds were allegedly used for purposes including housing rent, horse purchases, and riding lessons.

In 2019, the Securities and Exchange Commission obtained an emergency court order to freeze Argyle Coin’s operations. The US District Court for the Southern District of Florida granted a request for a temporary restraining order and asset freeze while the cryptocurrency organization was investigated.

Aman is facing charges of wire fraud, which could result in up to 20 years behind bars, as well as restitution payments.

Source: DCLA