Majors

Pandora’s ‘Be Love’ Campaign Stars Selma Blair, Chloe and Halle Bailey

MajorsFeb 05, 2024

Pandora’s ‘Be Love’ Campaign Stars Selma Blair, Chloe and Halle Bailey

The brand ambassadors are decked out in layered Pandora jewels, to showcase “self-expression, creative freedom, and joy.”

Chloe and Halle Bailey in Pandora Be Love campaign
Sisters Chloe and Halle Bailey star alongside Selma Blair in Pandora’s new “Be Love” campaign.
Copenhagen, Denmark—Pandora’s latest campaign centers around love, starring three brand ambassadors beloved by different generations.

Selma Blair, whose stardom began in the late 1990s and early 2000s, is joined by relative newcomers, sisters and artists Chloe and Halle Bailey.

Selma Blair in Pandora Be Love campaign
Selma Blair shared what love means to her for the new Pandora “Be Love” campaign: “Being present. Being every day, like, ‘How can I make this moment better?’”


Pandora has been appealing to newer, younger markets in recent years, bringing TikTok stars into its ads, while also featuring familiar faces for older generations, like Pamela Anderson and Rosario Dawson.

The multi-season campaign “presents love as more than just a feeling,” said Pandora. “It is something one does, lives, embodies and embraces.”

“For Pandora, love is more than a day on the calendar — it’s more personal and encompassing than that,” said Pandora’s Chief Marketing Officer Mary Carmen Gasco-Buisson.

“It starts with each of us, and it is embodied in how we live our lives. That is the essence of our new ‘Be Love’ brand campaign. It brings to life our brand purpose of giving a voice to people’s loves.” 

 Related stories will be right here … 

For the campaign, the ambassadors shared what love means to them.

Chloe Bailey said, “being your complete, whole self and loving that,” while her sister Halle said, “Unconditional, infinite love. Something that is never ending, that you know is always there. Never questioned — no matter if you fall off a cliff, she’s there to catch you.”

Blair said it means, “Being present. Being every day, like, ‘How can I make this moment better?’”

Joining the trio are artist and model Sasha Pivovarova; model couple Aviana McClish and Colin Alexander; model Jocelyn Corona; friends and models Saiyan Marley, Yumi Nu, Salem Mitchell and Thara; as well as couple, models Meghan Collison and Jack Spencer.

There will also be a campaign video starring those listed above, directed by Academy Award nominee Sophia Nahli Allison and executive producer and two-time Grammy Award winner Melina Matsoukas.


Chloe and Halle Bailey sung their version of the classic Bee Gees track, “To Love Somebody,” which is featured in the video.

In the video, while the Bailey sisters sing, Blair hugs her son, Arthur Saint Bleick, while Pivovarova paints an abstract portrait, and Thara, Mitchell, Marley, and Corona dance together.

The talents are decked out in Pandora jewels, layered to showcase “self-expression, creative freedom, and joy,” said the company.

New York-based design and advertising agency Baron & Baron conceived the idea for the campaign.

Photographer Craig McDean was behind the lens for the principal model imagery, while Raymond Meier captured still life and close-up photography. 

Fellow sister duo Tanya and Zhenya Posternak captured additional product imagery, including the brand’s lab-grown diamond jewels.

Stylist Rae Boxer and designer Grete Henriette created the custom-made pieces worn by the Bailey sisters in the campaign video. 

The Latest

Jewelers of America advocacy trip DC 2024
Policies & IssuesJun 18, 2024
JA, Industry Leaders Take Russian Diamond Import Concerns to D.C.

The group met with lawmakers to raise awareness about the financial, operational, and supply chain harms posed by an EU proposal.

Louis Comfort Tiffany 1900 gold and opal necklace
Events & AwardsJun 18, 2024
Driehaus Museum Displaying Rare Jewels From Chicago Collections

The museum also will host jewelry heist-themed movie nights throughout the run of “Chicago Collects: Jewelry in Perspective.”

Models wearing Pomellato’s “The Dualism of Milan” collection
CollectionsJun 18, 2024
Pomellato’s New High Jewelry Collection Celebrates Milan

“The Dualism of Milan” collection features two chapters representing the monochromatic and colorful spirit of the city.

Untitled design.jpg
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price Stability

As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.

Dorian Webb, Kealeboga and Ursula Pule
CollectionsJun 18, 2024
Zales Adds Dorian Webb, Nungu Diamonds to Designer Edit

The Designer Edit, launched earlier this year, highlights up-and-coming jewelry designers.

Weekly QuizJun 13, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
National Association of Jewelry Appraisers Logo
Events & AwardsJun 18, 2024
NAJA Announces Its Mid-Year ‘Ace It’ Conference

The conference will focus on the “practical ‘how to’ of appraising gems and jewelry,” said NAJA Executive Director Gail Brett Levine.

De Beers CEO Al Cook
EditorsJun 17, 2024
Q&A: Al Cook on the Future of De Beers

The De Beers CEO discussed the Anglo American situation, natural diamond marketing, and why the future of lab-grown diamonds is technology.

1872 x 1052 Gemolite.jpg
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional Edition

GIA®’s most advanced microscope has new features to optimize greater precision and comfort.

Bernd Munsteiner
SourcingJun 17, 2024
Fantasy Cut Inventor Bernd Munsteiner Dies at 81

Known to many as the “Picasso of gems" who modernized the gem cutting field, he is remembered by his family as going through life with open eyes.

Thomas Markle Jewelers interior
IndependentsJun 17, 2024
Thomas Markle Jewelers to Relocate

The Houston-based family jeweler is relocating its flagship just across the street.

Instore and Chicago Responsible Jewelry Conference Logos
Events & AwardsJun 17, 2024
Instore Show, Chicago Responsible Jewelry Conference to Co-Locate

The partnership, now in its second year, allows CRJC attendees to register for a free Instore show badge.

Stock image of a gavel
CrimeJun 14, 2024
2 Men Sentenced to Life in 2022 Murder of Detroit-Area Jeweler

In court, Daniel Hutchinson’s loved ones remembered the jeweler as a giver, a role model, and a leader.

Billie Bangle
CollectionsJun 14, 2024
Piece of the Week: Jade Trau’s ‘Billie’ Bangle

Take a walk along this bangle’s diamond “cobblestone” made from round-, pear-, and marquise-cut diamonds.

Graphic with headshots for My Next Question 2024 Las Vegas webinar
Recorded WebinarsJun 14, 2024
Watch: What Happened in Vegas in 2024

The National Jeweler editors discuss the hot topics, best jewels, and current trends that stood out during Jewelry Market Week.

Vera Wang Love True lab-grown diamond engagement ring
FinancialsJun 13, 2024
Signet Awaits Engagement Recovery as Q1 Sales Sink 9%

The company is expecting to see a 5 to 10 percent increase in engagements this year.

45.07-carat step cut fancy vivid yellow diamond
AuctionsJun 13, 2024
45-Carat Yellow Diamond Withdrawn from Phillips Auction

Signed jewels and period pieces stood out at the sale.

Marie Lichtenberg Scapular necklace
TrendsJun 13, 2024
Amanda’s Style File: For the Fathers

Showcase your dad’s personal style with a piece of fine jewelry for Father’s Day.

The Eden Rose Diamond
AuctionsJun 12, 2024
10-Carat Pink Diamond Sells for $13M at Christie’s

“The Eden Rose” is a fancy intense pink diamond that was appearing at auction for the first time.

Charles & Colvard moissanite ring
GradingJun 12, 2024
IGI to Grade Charles & Colvard Moissanite

The partnership follows the launch of the jewelry company’s B2B moissanite platform.

Bruce Cleaver
SourcingJun 12, 2024
Bruce Cleaver Is Gemfields’ New Chair

The former De Beers CEO will step into the role next month.

Rose cut arch cabochons Columbia Gem House
SourcingJun 12, 2024
State of Colored Stones: Why the Market Is More Colorful Than Ever

As prices of “The Big Three” skyrocket, supply dwindles, and focus on sustainability grows, an age of open-mindedness is dawning.

Edward Arthur Jewelers logo
IndependentsJun 11, 2024
Edward Arthur Jewelers to Close After 53 Years

Owner Randy Brooks, whose brother opened the Maryland jewelry store in 1971, is retiring.

Greenwich St jewelers pride raffle
IndependentsJun 11, 2024
Greenwich St. Jewelers Is Hosting a Pride Month Raffle

Tickets to win a ring are for sale until June 13, with proceeds going to a trans care nonprofit.

National Jeweler columnist Peter Smith
ColumnistsJun 11, 2024
Vegas Musings: Equal Parts Noise and Inspiration

Fresh off Jewelry Market Week 2024, Peter Smith separates the positive—retail and product innovation—from the positively annoying.

Katherine Jetter CASE Award winning ring
Events & AwardsJun 11, 2024
The 2024 CASE Awards Are Open for Entries

Submissions will be accepted now through July 17.

Swarovski New York City flagship
IndependentsJun 10, 2024
State of Retail: 4 Retail Design Trends for 2024

From lighter color palettes to the integration of AR, experts offer inspiration for jewelers in need of an aesthetic refresh.

Van Cleef & Arpels 1929 tie necklace
AuctionsJun 10, 2024
Van Cleef & Arpels Necklace From 1929 Sells for $3.6M at Auction

The rare piece went home with a Sotheby’s executive.

×

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