Titled "Diamonds for All," this campaign features a diverse cast, including actress and activist Pamela Anderson, former US Vogue creative director Grace Coddington, Justina Miles, the sign language interpreter who gained fame during Rihanna's Super Bowl performance, and models Precious Lee and Sherry Shi. They have come together to launch three new jewelry lines aimed at making diamonds more accessible to a broader audience.

In 2021, Pandora made a commitment to exclusively use lab-grown diamonds instead of mined ones. This collection includes rings, bracelets, necklaces, and pendants, all offered at a significantly lower price point due to the use of lab-grown diamonds, with pieces starting at £225 (Dh1,039).

Although lab-grown diamonds have faced criticism, often dismissed by the traditional diamond mining industry as inferior or fake, they are virtually identical to mined diamonds, even to experts. The only discernible difference lies in a slight variance in nitrogen levels at the molecular level, detectable only by specialized laboratories.

One valid concern regarding lab-grown diamonds is their carbon footprint, as a significant portion of the supply chain relies on electricity generated from coal. To address this issue, Pandora has partnered with a supplier that exclusively uses renewable energy sources, claiming to reduce the carbon footprint by nearly 95 percent.

Pandora's focus is on "democratizing jewelry" by making diamonds accessible to a wider audience. According to a statement, the brand is not offering "once-in-a-lifetime" diamonds but lab-grown stones that empower women to "celebrate" everyday moments.