Pandora is bolstering its lab-grown diamond (LGD) portfolio by launching a dedicated marketing campaign, introducing three new collections and entering new markets. 

The brand’s Diamonds for All campaign aims to redefine diamond jewellery as special pieces for daily wear. It is headlined by style and cultural icons including model and actress Pamela Anderson, American Sign Language performer Justina Miles, former model and Vogue Creative Director-at-Large Grace Coddington, model Precious Lee and musical artist and dancer Vinson Fraley, among others.

"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-lifetime occasion, or only for giving. They represent personal meaning that each of us can create," said Pandora Chief Marketing Officer Mary Carmen Gasco-Buisson.

Pandora Lab-Grown Diamonds’ three new collections likewise encourage greater daily-wear use with contemporary takes on classic styles. 

Pandora Nova highlights a four-prong setting that reveals more of the stone, with each round brilliant or princess-cut LGD capturing the light with more dimension, brilliance and warmth and seeming to float mid-air.

Pandora Era offers a new take on classic bezel and prong settings as seen in its 14-karat gold trilogy pendant and bracelet that showcase three bezel-set stones in a row, while Pandora Talisman pays homage to the brand’s famous charms through five pendant designs – each a symbol like a heart or star – with an LGD 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.

Pandora Lab-Grown Diamonds jewellery comes in silver or 14-karat white or yellow gold. Originally available online and in the US, Canada and the UK, the line was recently introduced in Australia, Brazil and Mexico.