De Beers has announced Chinese actress Bai Lu as its newest brand ambassador. Known for her roles in popular television dramas such as Untouchable Lovers, The Legends, and Till the End of the Moon, Bai Lu has amassed over 27 million followers on Weibo.

In the brand’s newly released campaign, she appears wearing pieces from the Portraits of Nature high jewelry collection, inspired by the monarch butterfly of the Okavango Delta. The collection features diamond designs that echo the delicate form and movement of butterfly wings, symbolizing transformation and personal growth.

De Beers’ choice reflects the brand’s ongoing efforts to strengthen its connection with Chinese audiences through high-profile cultural figures.