Lab-Grown

Pandora’s New Lab-Grown Diamond Campaign Stars Pamela Anderson

Lab-GrownAug 30, 2023

Pandora’s New Lab-Grown Diamond Campaign Stars Pamela Anderson

Plus, Luciano Rodembusch, president of Pandora North America, shares his insight on valuation and sustainability.

Pamela Anderson Pandora Jewelry Campaign
Pamela Anderson is featured in Pandora’s “Diamonds for All’ campaign, which the brand hopes will help shoppers reimagine diamond traditions, turning them “from ‘diamonds are a girl’s best friend’ to ‘diamonds are everyone’s best friend.’”
Copenhagen—Pandora is expanding its lab-grown diamond offerings, showing off its latest jewels in a new star-studded campaign.

The “Diamonds for All” campaign will highlight some familiar faces, including model and actress Pamela Anderson.

“I like the fact that these are lab-grown diamonds, and knowing the jewelry is crafted from recycled silver and gold makes me feel good about wearing it. It is actually the more radical, kind of glamorous move,” said Anderson.

She’s joined in the campaign by American Sign Language performer Justina Miles, model and Vogue Creative Director-at-Large Grace Coddington, actress Amita Suman, model Precious Lee, model Sherry Shi, and musical artist and dancer Vinson Fraley.

The campaign was shot in New York City by photographer Mario Sorren and directed by Gordon von Steiner.

It celebrates “the breaking of conventions and tells a new diamond story,” said Pandora.

“From ‘diamonds are a girl’s best friend’ to ‘diamonds are everyone’s best friend.’ From ‘diamonds on ring fingers’ to ‘diamonds on every finger.’”

Grace Coddington and cat in Pandora campaign
Model and Vogue Creative Director-at-Large Grace Coddington, a noted cat enthusiast, poses for Pandora’s new campaign with a furry friend.


Mary Carmen Gasco-Buisson, chief marketing officer at Pandora, said the new campaign will help consumers reimagine 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 Gasco-Buisson.

Pandora first announced its move into the lab-grown diamond jewelry market in May 2021, stating it would no longer be using natural diamonds—a stone it, notably, used in only a small percentage of its jewelry—amid its push for “sustainably created” and affordable products.

It introduced its “Pandora Brilliance” collection to the United Kingdom before rolling out to new markets, landing in the United States and Canada last August.

Previously called “Diamonds by Pandora,” the company’s lab-grown diamond line is now called “Pandora Lab-Grown Diamonds.”

Within the U.S. jewelry trade, there is a polarizing debate around lab-grown diamonds, but Pandora has appeared confident in its move into the market.

Luciano Rodembusch, president of Pandora North America, shared his insights on Pandora’s lab-grown diamond collections and the market at large in an email interview with National Jeweler.

“We shifted from mined diamonds to exclusively lab-grown diamonds to lessen the impact on the planet and to deviate from unfair working practices in the mining industry,” he said.

“Because of this shift, we’ve been able to create a collection of diamonds that are more sustainable and more affordable for every consumer.”

Pandora has framed its move into lab-grown diamonds as a push for sustainability, a claim that some in the jewelry industry have taken issue with, but the company has remained firm on its stance.

“We are committed to making lab-grown diamonds more sustainable. Our diamonds are grown, cut and polished using renewable energy at our facilities and have a carbon footprint of only 9.17 kg CO2e per cut and polished carat,” said Rodembusch.

“Consumers will continue to purchase jewelry, and it is our responsibility to reduce our emissions, like with our lab-grown diamond collections, so we can reduce our impact on the planet.”

As noted on the company’s website, the diamonds Pandora uses in its jewelry are grown in the United States. It has been reported that they are grown at De Beers’ Lightbox factory in Gresham, Oregon, though officials from both companies have declined to comment on this claim.

Rodembusch noted Pandora’s second-quarter earnings surpassed analysts’ estimates, which he viewed as a positive signal for lab-grown diamond demand.

“By democratizing diamonds, we created an affordable jewelry line that brings quality, sustainable lab-grown diamonds to everyone, which is what we strive to do as a brand,” he said.

 Related stories will be right here … 

Rodembusch said its current lab-grown diamond collection is “performing accordingly with our expectations.”

“It was the largest contributor of new clients for the brand since its launch and we have received a large quantity of positive feedback from our clients. Those are some of the key reasons that motivated us to expand our [offerings with] new designs and new collections that we believe will accelerate our performance in the lab-grown diamond market [even more].”

Pandora began with a range of 36 designs but has expanded to 57 new styles across three new collections, with prices starting at $290.

“Pandora Nova” features round brilliant and princess-cut lab-grown diamonds in four-prong settings, meant to mimic the look of a floating diamond.

“Pandora Era” reimagines classic styles with bezel and prong settings.

“Pandora Talisman” is described as an “elevated take” on the company’s charms, created in 14-karat gold and set with brilliant-cut lab-grown diamonds.
 
Pandora Lab-Grown Diamonds are available online, in all U.S. stores, and select stores in Canada and the U.K. The new collections will be available Aug. 31.

The line will expand to Australia with select collections also available in Mexico and Brazil in October.

Another facet of the lab-grown diamond debate within the U.S. trade has been concerns about the lasting value, or possible lack thereof, of lab-grown diamonds.

When asked if Pandora shared that concern, Rodembusch said, “Not at all.”

“Since our first days, Pandora has been democratizing jewelry, creating affordable jewelry that can help people to express themselves. Now it is time for us to also democratize the diamond market. With lab-grown diamonds, we are allowing the dream of so many fans around the world to become a reality,” he said.

Its customers’ interest in lab-grown diamonds is growing, he said, due in part to shoppers being more sustainability focused and the draw of a lower retail price.

“The customer response has been fantastic! It’s our fastest-growing segment since its launch. We are excited to see how the lab-grown diamond collections perform in North America as we continue to expand the offerings,” he said.

The Latest

Gem Awards 2025 at Cipriani New York
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award Nominees

Notable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.

Graphic for Jewelers of America’s 2025 State of the Industry webinar
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry

Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.

Eriness One of One Collection Rings and Necklace
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ Collection

After experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: Introducing GIA Jewelry Services

Supplier Spotlight Sponsored by GIA

Napoleon’s diamond brooch and a pearl and diamond hair ornament
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For Auction

It is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Marie Louise’s emerald necklace and earrings stolen in the heist at the Louvre Museum
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist

One of the individuals was apprehended at the airport as he was trying to flee the country.

Holiday shoppers in Target
MajorsOct 27, 2025
Target to Cut 1,800 Corporate Jobs

The retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.

DEBEERS_DAY4_DSC_1023-01_1872x1052.jpg
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond Jewelry

From sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.

Hill Management Group
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry Show

Hill Management Group will oversee, market, and produce next year’s spring show.

Bonhams New Bond Street London flagship
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives Replaced

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

De Beers Diamond View Zoom machine with monitor
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument Demo

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

Two brooches stolen in the October 2025 heist at the Louvre Museum in Paris
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

Wyld Box Jewelry Ray of Light Large Drop Earrings
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ Earrings

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.

Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

Fancy vivid purplish pink diamond
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva Auction

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Tiffany & Co. Bird on a Rock by Tiffany High Jewelry Lariat
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New Perch

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Jewelers for Children Halloween contest
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume Challenge

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Hillsborough show
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New Owner

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

Bicolor pink and colorless diamond
GradingOct 21, 2025
GIA Examines Rare Bicolor Pink Diamond

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Pomellato Rodeo Drive Flagship Exterior
MajorsOct 21, 2025
Pomellato Brings ‘Global Attitude’ to Rodeo Drive Flagship

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

Douriean Fletcher Messenger Collection
Events & AwardsOct 21, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MAD

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy