Pamela Anderson stars in Pandora’s new lab-grown diamonds campaign

Pamela Anderson and a stellar cast including stylist Grace Coddington and actor Amita Suman have been tapped to lead Pandora's new lab-grown diamond campaign, "Diamonds for All"

By Kim Parker

According to Pandora, diamonds aren’t just forever – they are ‘for everyone’. The world’s largest jewellery brand has just unveiled three new collections using its lab-grown diamonds, along with an ambitious ad campaign starring Pamela Anderson alongside a cast of other famous faces including stylist and Vogue creative-director-at-large Grace Coddington, model Precious Lee, ‘Shadow and Bone‘ actor Amita Suman and the breakout star of the 2023 Superbowl, Justina Miles, whose enthusiastic performance in American Sign Language during Rihanna’s half-time show made her an instant Internet sensation.

“I like the fact that these are lab-grown diamonds, and knowing the jewellery is crafted from recycled silver and gold makes me feel good about wearing it,” said Anderson, of her latest role as a jewellery ambassador.

Stylist Grace Coddington (and cat) also stars in Pandora’s new lab-grown diamond campaign. The new pieces are all designed to be wearable, contemporary classics for everyday

“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.

American Sign Language performer, Justina Miles, who became a sensation after her work during Rihanna’s 2023 Superbowl half-time show joins Pamela Anderson as a face, and hands, of the new Pandora campaign

The campaign has been created to promote three new lab-grown diamond collections. Pandora Nova, which introduces a four-prong setting, is designed to reveal more of each round brilliant or princess-cut stone to reveal its maximum dimension and sparkle. Meanwhile, the Pandora Era line reimagines the classic bezel and prong settings in a contemporary way, such as a 14k trilogy pendant, with three bezel-set stones in a row.

Model Precious Lee wearing some of Pandora’s new lab-grown diamond designs in the brand’s latest campaign imagery

Lastly, the Pandora Talisman collection features five pendant designs, each being a specific shape, such as a heart or a star, that echoes the lab-grown diamond’s setting. “The Pandora Talisman collection is especially important for us because it takes lab-grown diamonds into a universe that is at the hear of Pandora: the universe of charms,” said Pandora’s co-creative director, A. Filippo Ficarelli.