The ability to optically polarize the spin of NV centers in diamond under ambient conditions has long been considered a valuable resource for nuclear spin hyperpolarization and MRI. Unfortunately, the misalignment between the external magnetic field and the NV axis inherent to a powder – the preferred geometry in the above applications – has proven an obstacle difficult to surmount. The work by Ajoy et al. demonstrates efficient 13C polarization in a diamond powder under ambient conditions and in the presence of mild optical and MW excitation, thus paving the route to portable, affordable hyperpolarization platforms of widespread applicability. Click here to gain access to the full Science Advances article.