Pandora backs lab-grown diamonds with celeb campaign, NYFW activation

Pandora is putting heavy support behind its lab-grown diamonds offer with the debut of new collections featuring the stones, as well as a star-studded campaign and a New York fashion Week event.

On Wednesday, it marks the expansion of its lab-grown diamonds offering “with the debut of a New Diamond District in Manhattan’s Astor Place”. 

The company said: “Pandora will take over New York Fashion Week through Diamond-Tinted Lenses, creating a Pandora Lab-Grown Diamond District — a destination that reimagines everyday NYC moments through diamond lenses that celebrate the power of lab-grown diamonds to revolutionise everyday glamour.”

In advance of opening to the public, “hero Pandora ambassadors including Pamela Anderson will join to kick off the ‘opening’ of The New Diamond District at the invitation-only launch party on September 6th”.

And it promised that it would “dazzle NYFW with surprise performances by Caroline Polachek, music by DJs Kesh and Mona Matsuoka, [and] spectacles from local talent that range from live music, dance performances, and more”.

The activation comes after the company aired a new Diamonds For All campaign featuring an eclectic mix of celebs such as Anderson and her sons, Grace Coddington, model Precious Lee, dancer Vinson Fraley, ASL performer Justina Miles and others.

It was shot in NYC by photographer Mario Sorrenti and director Gordon von Steiner and is said to celebrate breaking conventions and telling a new diamond story. It’s all about the accessibility of diamonds as “everyone’s best friend” and as something to wear not just on ring fingers but on “every finger”.

The company launched its three new lab-grown diamond collections last week with the debut of Pandora Nova, Pandora Era, and Pandora Talisman. 

Nova is all about round brilliant or princess cut stones with a proprietary four-prong setting that shows more of the diamond; Era is a reinterpretation of classic styles; and Talisman is an elevated take on the charm jewellery for which Pandora is famous.