Pandora launches lab-created diamond campaign with Ashley Graham, Rosario Dawson
Pandora, the world's largest jewellery maker, has launched a new campaign to celebrate its first collection featuring lab-created diamonds grown in the U.S.
The collection campaign was shot by artist, photographer, and director Cass Bird and styled by Camilla Nickerson, and features supermodel and entrepreneur Ashley Graham and actress Rosario Dawson.
The campaign aims to encourage women to celebrate their own milestones of modern womanhood with lab-created diamonds that are for everyday wear and for everyone.
"I'm so excited to be a part of this campaign," said Dawson. "To show that brands can create something beautiful and brilliant with tech and an understanding of our natural world is really powerful.”
"Celebrating women at each milestone is something that really spoke to me," added Graham. "Throughout my career and after having my kids, I realized on a new level how important it is to honor your accomplishments and love yourself at every opportunity.”
Lab-created diamonds are identical to mined diamonds, but grown in a laboratory rather than excavated from a mine.
The Diamonds by Pandora collection consists of a 33-piece collection crafted with 100% recycled silver and gold. Each piece features a solitary, VS+ clarity lab-created diamond ranging from 0.15 to 1.0 carat that is hand-set.
Copenhagen-based Pandora first announced last year plans to stop selling mined diamonds with the hope to attract younger shoppers with more affordable and more sustainable stones guaranteed not to have come from conflict zones.
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