Actress and activist Pamela Anderson, former model and Vogue creative director-at-large Grace Coddington, model Precious Lee and American sign language interpreter and performer Justina Miles are among the famous faces in Pandora’s dazzling new campaign in support of its three new lab-grown diamond collections — Pandora Nova, Pandora Era and Pandora Talisman.

The campaign, which also features actress Amita Suman, model Sherry Shi and musical artist and dancer Vinson Fraley, celebrates the act of wearing diamond jewelry not just on special occasions, but every day. 

“Once in a lifetime is never enough,” Anderson says as she opens the star-studded commercial, which features the cast members sharing how wearing diamonds make them feel, before ending on powerful words from Coddington: “Diamonds for all.”

The collections introduce new rings, bracelets and pendants, the latter an “elevated take” on the Danish brand’s popular charms, according to a press release. Pieces range from $290 to $4,450, emphasizing the brand’s commitment to democratize diamonds by making the price point accessible, while changing the perception of the stones, too.

The world’s largest jewelry brand, Pandora broke the mold when in 2021 when it announced that it was shifting from using mined diamonds to lab-grown ones. 

Its forward-thinking mindset aligns with that of campaign cast member and Love, Pamela author Anderson.