FinancialsFeb 05, 2025
Pandora Posts Double-Digit Growth After Strong Holiday SeasonMajorsFeb 27, 2025
Winona Ryder, Iman Star in New Pandora Campaign
The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.
Actress Winona Ryder (left) and supermodel Iman star in the next chapter of Pandora’s “Be Love” campaign.
Copenhagen, Denmark—Pandora is adding some new famous faces to the next chapter of its “Be Love” campaign.
The Danish jewelry giant has welcomed actress Winona Ryder and supermodel Iman.
The ads will also feature models Vittoria Ceretti, Mica Argañaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi.
The campaign embodies the transformative power of love and what it brings to our everyday lives, said Pandora, and celebrates jewelry that shows the power of storytelling with love at its core.
“The campaign captures the essence of love in all its forms. It’s a celebration of how love transcends occasions, relationships, and even holidays,” said Pandora.
For Ryder, love is about compassion and emotional availability.
“It’s really to listen and to try and be as understanding as possible,” she said. “Seeing things through a different perspective, that represents love to me. It's just a profound way to experience it.”
Related stories will be right here …
The Danish jewelry giant has welcomed actress Winona Ryder and supermodel Iman.
The ads will also feature models Vittoria Ceretti, Mica Argañaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi.
The campaign embodies the transformative power of love and what it brings to our everyday lives, said Pandora, and celebrates jewelry that shows the power of storytelling with love at its core.
“The campaign captures the essence of love in all its forms. It’s a celebration of how love transcends occasions, relationships, and even holidays,” said Pandora.
For Ryder, love is about compassion and emotional availability.
“It’s really to listen and to try and be as understanding as possible,” she said. “Seeing things through a different perspective, that represents love to me. It's just a profound way to experience it.”
The first “Be Love” campaign debuted last February, starring Selma Blair, Chloe Bailey, and Halle Bailey.
The holiday campaign extension features the Bailey sisters, Pamela Anderson, who also starred in its “Diamonds for All” lab-grown diamond campaign, and models Agyness Deyn and Jocelyn Corona.
The jewels showcased in the campaign were designed to be wearable expressions of love, said the brand.
Highlights include the “Be Love” heart charm in sterling silver, which can be engraved with dates, initials, or symbols.
There’s also a new addition to the “Pandora Essence” collection, which reimagines jewelry staples. The “Organically Shaped” bangle in plated 14-karat gold is a modern, minimalist take on the classic heart motif, said Pandora.
Pandora’s new “Organically Shaped” bangle in plated 14-karat gold ($250) alongside the matching ring ($125)
There is also a UNICEF charm, which celebrates the strength and power of women.
Pandora said it partners with UNICEF to provide opportunities for education and a brighter future to young people, especially girls.
The campaign was shot by Fabien Baron and Craig McDean, with product photography by Raymond Meir.
Pandora posted double-digit growth in its recent fiscal year results following a strong holiday season.
More on Majors
The Latest
ColumnistsSep 23, 2025
Quiet Luxury: What Fall’s Top Trend Means for JewelersEmmanuel Raheb shares tips on how a jeweler’s showcases, marketing, and social media presence can whisper, instead of shout.
SourcingSep 23, 2025
Super Smalls’ New Book Introduces Kids to Gems, Fine JewelryThe “Super Book of Gems” dives into the Mohs Hardness Scale, the Four C’s, and designs from jewelers like Cartier and Bulgari.
CollectionsSep 23, 2025
Monique Lhuillier Adds Fashion Jewelry to Kay Jewelers LineThe new lab-grown diamond jewelry offering is the latest expansion of the designer’s “Bliss” collection.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingSep 22, 2025
Rio Tinto Announces Final ‘Beyond Rare’ TenderThe miner is honoring the end of an era with an offering of 52 lots from the now-closed Argyle and the soon-to-close Diavik mines.
Weekly QuizSep 19, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 22, 2025
Jewelry Manufacturer Vibhor Acquires AlorThe California-based fine jewelry brand will retain its identity post-acquisition, with new collections launching next year.
CollectionsSep 22, 2025
Gurhan's Collection is an 'Untamed' ZooThe “Untamed” collection centers on carved gemstone jewelry depicting a range of animals embodying one of the four elemental forces.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Policies & IssuesSep 22, 2025
Ethical Metalsmiths Has a New Name Founded in 2004, the organization is now called the Community for Ethical Jewelry.
EditorsSep 19, 2025
These Female Athletes Had the Best Jewelry of the SummerFrom Coco Gauff’s hoops to Madison Keys’ diamond medallion, these are Senior Editor Lenore Fedow’s standout jewelry looks of the season.
CollectionsSep 19, 2025
Piece of the Week: Vanessa Fernández Studio’s ‘Curva’ Wrap HoopsThe trendy earrings feature asymmetrical drops, one with a grossular garnet and the other with a diamond.
Recorded WebinarsSep 19, 2025
Watch: A Step-by-Step Guide to Using TikTok and Instagram ReelsFour social media marketing experts discuss their go-to methods and favorite tools for making high-quality short-form video content.
Supplier BulletinSep 18, 2025
Will Your Design Define 2026? Enter The Spectrum & Cutting Edge AwardsSponsored by American Gem Trade Association
SurveysSep 18, 2025
Deloitte Thinks the Holidays Will Be Merry, PwC Isn’t So Sure In its holiday report, PwC said the season will be more like jazz—improvisational and less predictable—than an easy-to-follow melody.
MajorsSep 18, 2025
Pandora to Open New Distribution Center in MarylandThe jewelry giant will relocate its existing facility to a larger space in Anne Arundel.
CollectionsSep 18, 2025
Ashley Zhang Launches Garçon New YorkThe designer, who is the creative force behind her namesake brand, has now started a new mini line focusing on chains for fathers and sons.
SourcingSep 18, 2025
SSEF Opens Applications for 2 Gemology Education Scholarships The awards include tuition for a course at the Swiss lab, economy flights, and hotel accommodation.
TechnologySep 18, 2025
Hill & Co. Launches AI Strategy ProgramThe 21-day program was designed to help jewelry retailers identify opportunities and eliminate inefficiencies with AI.
AuctionsSep 17, 2025
Mythical Set of Patek Philippe Pocket Watches Expected to Sell for $10M+A set of four Patek Philippe “Star Caliber 2000” pocket watches is part of Sotheby’s upcoming auction in Abu Dhabi.
TrendsSep 17, 2025
Silvia Furmanovich’s Book Tells the ‘Journey of a Jeweler’The Brazilian jeweler’s latest book marks her namesake brand’s 25th anniversary and tells the tale of her worldwide collaborations.
WatchesSep 17, 2025
Bob’s Watches Acquires Vintage Rolex Won on ‘The Price is Right’ The Submariner Ref. 1680 with a Tiffany & Co. dial came from the original owner, who won it as a prize on the game show in the 1970s.
TechnologySep 17, 2025
Jewelers Mutual Launches Shipping Solution App for Shopify The new integration allows users to manage shipments directly from the Shopify dashboard.
EditorsSep 16, 2025
Out & About: 7 Great Quotes From Converge in CarlsbadAt Converge 2025, Editor-in-Chief Michelle Graff attended sessions on DEI, tariffs, security, and more. Here are her top takeaways.
CrimeSep 16, 2025
2 Robbery Suspects Killed in California Pawn Shop ShootoutSix people were shot last week at an Oakland cash-for-gold shop as employees exchanged gunfire with individuals trying to rob the store.
CollectionsSep 16, 2025
Chopard Adds New Designs to Its ‘Ice Cube’ Capsule CollectionThe jeweler has expanded its high jewelry offering, which launched last year, with new pieces featuring its cube motif that debuted in 1999.
SourcingSep 16, 2025
Natural Diamond Council Launches Retailer Accreditation ProgramBen Bridge Jeweler and Lux Bond & Green were a part of the pilot program.
EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
