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.
Editors' Picks
Sponsored by
More on Majors
The Latest
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
IndependentsOct 15, 2026
Retailer Hall of Fame 2026: Amy and Elise Greenberg For 40 years, sisters Amy and Elise Greenberg have helmed their 126-year-old family business, leading with appreciation and integrity.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
