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  • Pandora’s ‘Diamonds for All’ campaign

Pandora Unveils Lab-Grown Diamond Collections in ‘Diamonds for All’ Campaign


Pandora revealed the expansion of the brand’s lab-grown diamonds with three new collections in the ‘Diamonds for All’ campaign on 29 August 2023. The campaign rewrites the rules of diamond jewellery, and continues the journey of democratising diamonds, said the brand.


The ‘Diamonds for All’ campaign celebrates the breaking of conventions and tells a new diamond story. This involves changing the tagline from “diamonds are a girl’s best friend” to “diamonds are everyone’s best friend”, and from “diamonds on ring fingers” to “diamonds on every finger”. 


Pandora Nova introduces a distinct, four-prong setting that reveals more of the diamond, so each round brilliant or princess cut stone can capture the light with more dimension, brilliance and warmth, as if floating in mid-air – like the 1 carat 14K gold and lab-grown diamond ring ($1,850).


Pandora Era reimagines classic bezel and prong settings with a unique Pandora take. A pinnacle of this collection are the 14k gold trilogy pendant ($1,200) and bracelet ($990), which showcase three bezel-set stones in a row for quiet impact. 


Pandora Talisman features five pendant designs ($390-$990) – each a symbol like a heart or star that is also the lab-grown diamond’s setting. The pendants offer an elevated take on beloved Pandora charms, crafted with 14k gold with a 0.25 or 0.75 round brilliant-cut lab-grown diamond at the centre.


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


Bringing the message to life are icons and talents to be celebrated for their unique personas and their contributions to style and culture, including actresses Pamela Anderson and Amita Suman, Vogue creative director Grace Coddington, and models Achok Majak, Precious Lee and Sherri Shi.


“The next chapter of Pandora lab-grown diamonds is brought to life with the ‘Diamonds for All’ campaign and its cast that helps us re-imagine 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,” said Mary Carmen Gasco-Buisson, chief marketing officer of Pandora.


Pandora lab-grown diamonds are grown, cut and polished for exceptional quality to maximise radiance and sparkle, and each diamond is set in sterling silver or 14k white or yellow gold by skilled artisans.


Pandora’s lab-grown diamond jewellery is available in stores and online in the US, Canada and the UK, as well as expanding into Australia, with new collections available from August 31st. Select collections will also be available in Mexico and Brazil in October 2023. (Photo courtesy: Pandora)




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