Jewellers to the stars and purveyors of some of the world’s most beautiful diamonds DeBeers have launched a competition on Instagram, celebrating natural beauty in all its forms

DeBeers are launching their newest campaign in October 2014, themed around natural beauty, fronted by Andreea Diaconu and shot, as ever, by Mary McCartney. The stunning shots perfectly capture the timeless elegance DeBeers is known for, while maintaining a simplicity which channels the focus onto the gorgeous diamonds adorning Andreea’s wrist, fingers and neck.

Francois Delage, CEO De Beers Diamond Jewellers explains, “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 campaign has been timed to coincide with the launch of the new DeBeers Aria Collection, which features High Jewellery, Collection designs and watches. To celebrate the launch DeBeers are running an Instagram competition that invites you to share your perception of natural beauty. All you need to do is tag your perception of natural beauty with the hashtag #naturalbrilliance and DeBeers will be selecting their favourites each week.