Controversial Diamond Company De Beers Names Lupita Nyong’o As Global Ambassador

Although diamonds may be forever, Academy Award-winning actress Lupita Nyong’o is showcasing its “transformative power” for an impactful cause.

From cosmetics to fashion, Nyong’o has displayed her alluring Black woman prowess in major brands throughout her career. Now she has been tapped by global diamond luxury brand, De Beers, as its first-ever global ambassador, National Jeweler reported.

She will also stun in its new brand campaign, “De Beers: Where It Begins.”

De Beers takes pride in being the “only Diamond Jewellery House at source,” indicating its ethical responsibility to sourcing most of the diamonds for jewelry from their own mines in Botswana, Namibia, South Africa and Canada.

However, De Beers has been called out by human rights groups for “unethical” practices in mining diamonds and buying illicit diamonds from African rebels to fund wars, the NYTimes reports.

On Tuesday, the Wakanda Forever star took to Instagram to share a photo of herself adorned in diamonds. She also announced the celebratory news about her newest ambassadorship on social media.

“I’m honored to be the first-ever Global Ambassador for @debeersofficial,” Nyong’o began in the caption.

“This campaign brings to life the transformative power that I feel when I wear De Beers’ diamond 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.”

As she steps in her new role, Nyong’o is passionate about supporting De Beer’s Building Forever project, which aims to improve health and education outcomes and increase livelihood opportunities in diamond communities across southern Africa and Canada.

The brand committed to forging supportive partnerships to “engage 10,000 girls in STEM, support 10,000 women entrepreneurs, and to invest at least $10 million across southern Africa,” according to Vogue.

“Their focus on creating opportunities for women and girls in southern Africa is an effort clearly very close to my heart,” Nyong’o said, per the magazine.

Named one of Forbes’ Africa’s 50 Most Powerful Women, Nyong’o has devoted to various philanthropy efforts across the world, including Mother Health International (MHI), a nonprofit organization in Uganda that strives to reduce perinatal mortality rates by providing full-spectrum reproductive healthcare to women in underdeveloped regions.