Pandora is launching a marketing campaign for three new lab-grown collections as part of its efforts to “democratize diamonds.”
The Danish jeweler has recruited a plethora of celebrity ambassadors for the new “Diamonds for All” campaign, including actresses Pamela Anderson and Amita Suman, Vogue creative director Grace Coddington, and models Achok Majak, Precious Lee and Sherri Shi.
With this move, Pandora aims to continue “rewriting the rules of diamond jewelry,” the company said Tuesday. This involves changing the tagline from “Diamonds are a girl’s best friend” to “Diamonds are everyone’s best friend,” and replacing “diamonds on ring fingers” with “diamonds on every finger,” it elaborated.
The three collections at the center of the campaign are an expansion of the brand’s Pandora Lab-Grown Diamonds label.
The Pandora Nova line features a four-prong setting that reveals more of the stone, making it seem to float in mid-air. Stones come in either round brilliant or princess cuts, with a 1-carat ring costing $1,850.
Pandora Era, which offers a new take on bezel and prong settings, includes a trilogy pendant for $1,200 and a three-stone bracelet for $990.
Meanwhile, Pandora Talisman has five pendant designs, reminiscent of Pandora’s core business: charms. These range in price from $390 to $990 and utilize synthetic round brilliant diamonds between 0.25 and 0.75 carats.
Items from Pandora’s new Talisman lab-grown diamond collection. (Pandora)
“The ‘Diamonds for All’ campaign and its cast [help] us reimagine diamond traditions,” said Pandora chief marketing officer Mary Carmen Gasco-Buisson. “Our diamonds are not for the few, for a once-in-a-lifetime occasion, or only for giving. They represent personal meaning that each of us can create.”
The new collections will launch in stores and online in the US, Canada, the UK and Australia on August 31. Some will also be available for purchase in Mexico and Brazil in October.
Main image (left to right): Pamela Anderson, Achok Majak and Grace Coddington. (Pandora)
Rapaport: Information that Means Business
Stay up to date with our free news and analysis of the diamond and jewelry industry.