Diamond democracy: Pandora leads the charge with the launch of its lab-grown diamonds in Denmark

“I like the fact that these are lab-grown diamonds,” says Pamela Anderson, “and knowing the jewellery is crafted from recycled silver and gold makes me feel good about wearing it.” The activist, actor and noted Scandinavian descent has been making waves for her recent red carpet appearances, including the 2024 Met Gala, but her latest move is one that she’s especially passionate about: starring in the latest lab-grown diamond campaign for Copenhagen-based jewellery powerhouse Pandora.

Shot by the celebrated fashion photographer Mario Testino, Anderson is pictured with a fresh-faced, lit-from-within glow (her signature of late), her radiant glow only outshined by the diamonds adorning her. They’re plucked from Pandora’s quartet of diamond collections launching in Denmark today: Pandora Nova, Pandora Talisman, Pandora Infinite and Pandora Era. Most importantly, they’re lab-grown, meaning they have been grown, cut and polished using 100 per cent renewable energy. Identical to their natural counterparts in their sparkle, clarity and chemical make-up, but created in a laboratory rather than excavated from a mine: reducing the impact on the planet. “It is actually the more radical, kind-of-glamourous move,” Anderson says of Pandora’s lab-grown development.

Not only forming part of Pandora’s work to reduce carbon emissions and rewrite the rules of the diamond industry, the four collections also celebrate the power of the sparkling lab-grown stone as a vehicle for self-expression, confidence and creativity. A case in point is the Pandora Infinite collection, which reimagines the universal symbol for infinity in an array of variations. In each design, the lab-grown diamond appears to float, with a subtle sense of imperfection.

“The Pandora Infinite collection represents transformative and infinite possibilities, featuring a reconceptualised infinity design with fluid lines that embrace each sparkling stone,” said Pandora’s creative director A. Filippo Ficarelli. “As our first lab-grown diamonds range, this collection is super special and a beautiful symbol of optimism and evolution, evoking our vision for the future,” added Pandora creative director Francesco Terzo.

Bringing the same suspended effect of the stone, the Pandora Nova collection liberates the diamond from its expected setting with a four-prong encasing, creating the effect that each diamond is almost floating in mid-air. Focused on showcasing the pure brilliance of each diamond, certain designs – such as the 1 carat 14K gold and lab-grown diamond ring – also feature princess cut stones.

As the name suggests, the Pandora Talisman collection focuses on symbolic motif pendants, with settings such as a moon, heart and star. Crafted from 14k solid gold, each with a 0.25 or 0.75 brilliant-cut lab-grown diamond at the centre, the pieces offer an elevated take on Pandora’s beloved charm DNA. Meanwhile, the fourth collection to launch in Denmark, the Pandora Era brings a modern spin to classic styles. Cut from 14k solid gold and sterling silver, with a stone-magnifying bezel and four-prong setting possibilities, it’s a quiet collection with quiet impact.

Anderson is in good company in the corresponding 'Diamonds for All' campaign shot by Sorrenti, surrounded by like-minded, self-empowered stars from former model and Vogue creative director-at-large Grace Coddington and model Precious Lee, to musician and model Vinson Fraley. Other than sharing in A-list status, the greatest commonality between the campaign's stars is the way they value sustainability, style, and the ability to rewrite the rulebook: perfectly mirroring the essence of Pandora and its lab-grown collections.

Shop Vogue Scandinavia's curated selection of Pandora lab-grown diamond pieces below.

Pandora lab-grown diamonds are available in select stores and online in Denmark from June 6th.