Gaborone: De Beers Diamond Jewellers’ new brand advertising campaign will launch in October 2014. The campaign is a key milestone for the jeweler, which epitomizes natural beauty and brings to life the power and grace of the brand.

The campaign features Andreea Diaconu, who was chosen for her natural beauty and elegant charm. Diaconu was photographed for the campaign by Mary McCartney, continuing the collaboration between De Beers and McCartney, which began with the on-going “Moments in Light” program that celebrates and shines a light on talented women.

Francois Delage, the CEO of De Beers Diamond Jewellers, said, “We are thrilled to work with Mary and Andreea to create these unique campaign images. Both are perfect choices to illustrate our unique style of femininity, effortless natural beauty. It is an important step as we continue to build our brand and showcase “The Jeweller of Light” in a elegant and contemporary way. Working with Mary was a natural choice as she is able to truly capture the essence of women in her photography. From the beginning Mary shared our vision for this campaign and she has created unique portraits that reflect the spirit of the brand perfectly.”

The new campaign coincides with the launch of the new De Beers Aria Collection featuring high jewelry collection designs and watches.

McCartney said, “It’s always great to get the chance to work with an iconic luxury brand. What I found most rewarding about the experience was really collaborating creatively with them. It gave the shoot a real focus and energy that I think you can see in the shots.”

The new photography will run alongside the still life brand campaign shot by Richard Foster.