Lily James embarks on a Diamond Discovery for Natural Diamond Council’s New Campaign

While many associate diamond production with southern Africa, Kellie highlights Canada’s vital role in the industry. 

The campaign underscores the rigorous regulations and responsible mining practices employed in the Northwest Territories, where conservation efforts prioritize the protection of land, wildlife, and Indigenous communities.

James’s exploration included visits to key diamond destinations, including the De Beers Canada/Gahcho Kué mine, Rio Tinto’s splitting facility, and Diamonds de Canada, the sole producer of the Polar Bear diamond. 

These visits shed light on the industry’s commitment to a localized supply chain.

Meeting environmentalist Mason Elwood, who meticulously monitors water quality at the Gahcho Kué mine, was a particularly impactful experience for James. Such dedicated efforts exemplify the industry’s commitment to environmental responsibility.