Pandora launches new Diamonds For All campaign

Pandora has launched its new Diamond For All campaign featuring Pamela Anderson, Grace Coddington, Justina Miles and more.

The new campaign coincides with the launch of its three lab-grown diamonds collections.

The three collections include Pandora Nova, Pandora Era and Pandora Talisman.

Pandora Nova features round brilliant or princess cut stones and introduces a proprietary four-prong setting that reveals more of the diamond.

Pandora Era reinterprets classic styles, and Pandora Talisman has five pendant designs with an elevated take on its charm jewellery.

Pandora said that The “Diamonds for All” campaign celebrates the breaking of conventions and tells a new diamond story. From “diamonds are a girl’s best friend” to “diamonds are everyone’s best friend.” From “diamonds on ring fingers” to “diamonds on every finger.”

The campaign was shot in New York City by photographer Mario Sorrenti and director Gordon von Steiner.

The new collections were made available in stores and online in the US and the UK, Canada, and Australia on 31 August.

Francesco Terzo, Pandora creative director, said: “We want more people to experience the power and beauty of lab-grown diamonds every day, in classic diamond settings and some that are unexpected.”

A. Filippo Ficarelli, Pandora creative director, added: “The Pandora Talisman collection is especially important for us because it takes lab-grown diamonds into a universe that is at the heart of Pandora: the universe of charms.”

Mary Carmen Gasco-Buisson, chief marketing officer of Pandora, concluded: “The next chapter of Pandora Lab-Grown Diamonds is brought to life with the ‘Diamonds for All’ campaign and its cast that helps us reimagine diamond traditions. Our diamonds are not for the few, for a once-in-a-life-time occasion, or only for giving. They represent personal meaning that each of us can create.”