Newsonyx

Controversial diamond company De Beers has announced award-winning actress Lupita Nyong’o as its first global ambassador. 

De Beers revealed the news via a press statement released on Oct. 27. Per the statement, Lupita stars in its new campaign, De Beers: Where It Begins, which reportedly tells the company’s extensive story. The actress will also support its Building Forever commitment, which aims to advance girls and women where De Beers’ diamonds are discovered.

“I’m honored to be the first Global Ambassador for De Beers. This campaign brings to life the transformative power that I feel when I wear [its] diamond creations, and the pride in knowing where they come from and the good they do,” she said about being the new ambassador. “Even more importantly, my partnership with De Beers allows me to extend my advocacy for women and girls around the world.”

Marc Jacheet, De Beers CEO Brands, also praised the actress for her “elegance” while saying she’s the perfect fit for the brand.  

“With her rare magnetism and elegance, Lupita Nyong’o is a testament to the power of boundless possibilities,” Marc said. “Embodying modern and responsible luxury, Lupita is an inspiration for all of us. De Beers is proud that Lupita has joined our Building Forever

 commitment to people and the planet, and we stand with her as she embarks on an exciting chapter in her career.”

While the Wakanda Forever star partnering with De Beers is a step towards progress, the company still has a longstanding reputation for exploitation. Founded by British businessman Cecile Rhodes in 1888, it currently operates in 35 countries, with mining in the African nations of Botswana, Namibia, and South Africa, among other countries around the world.

In the ’90s, the organization was accused of allegedly purchasing billions of dollars worth of diamonds from conflict-ridden African areas. Years after that, the term “blood diamond” rose to public consciousness. Human rights groups, frequently used the word, publicly accused the brand of allegedly “buying illicit diamonds from African rebels and rulers who used the proceeds to help pay for their wars,” NYT reported. 

However, according to the company’s latest statement, the brand announced that it’s now part-owned by Botswana, Namibia and South Africa citizens. Through its Building Forever approach, De Beers will reportedly work with Lupita in pursuit of its goals to engage 10,000 girls in STEM, support 10,000 women entrepreneurs and invest at least $10 million across southern Africa. It also reportedly plans to achieve these goals by 2030.