Pandora unveils new brand campaign “BE LOVE”


The campaign is part of strategy to drive growth by broadening consumer perception of Pandora to a full jewellery brand.

Pandora today announced its new brand campaign BE LOVE, featuring a multinational roster of talents, artists and rising stars. BE LOVE introduces Pandora’s two new global brand ambassadors sisters and artists Chloe and Halle Bailey. Joining them in the campaign are artist and model Sasha Pivovarova; model couple Aviana McClish and Colin Alexander; rising face Jocelyn Corona; friends and models Saiyan Marley, Yumi Nu, Salem Mitchell and Thara; as well as a couple, models Meghan Collison and Jack Spencer.

The multi-season campaign presents love as more than just a feeling but also a way of being - something one does, lives, embodies and embraces. Showcased throughout the campaign's visual assets, BE LOVE is an invitation to move throughout the world with love.

The BE LOVE platform is part of Pandora's growth strategy, Phoenix, that aims to elevate brand desirability and drive the perception of Pandora as a full jewellery brand. The campaign features a range of collections crafted with high-quality materials such as sterling silver, 14K gold (plated and solid), Murano glass, and lab-grown diamonds, emphasising Pandora as a brand for anyone looking to add sparkle to their life regardless of occasion. 

“For Pandora, love is more than a day on the calendar - it’s more personal and encompassing than that. It starts with each of us, and it is embodied in how we live our lives. That is the essence of our new BE LOVE brand campaign. It brings to life our brand purpose of giving a voice to people’s loves. This is beautifully embodied by our new brand ambassadors, Chloe Bailey and Halle Bailey. And our jewellery is not only expertly crafted for every occasion and for every day, it is also a vehicle for sharing and commemorating the people, moments, places, interests and dreams that we love." said Pandora’s CMO, Mary Carmen Gasco-Buisson.

At Pandora's Capital Markets Day in October 2023, the company announced that the next chapter of its Phoenix strategy aims to transform the perception of Pandora, from primarily offering charms and bracelets into a full jewellery brand. New campaigns will elevate brand desirability and increase relevance through stronger cultural activations and collaborations. Pandora has already started this journey with introduction of its lab-grown diamonds and new brand ambassadors. Pandora’s investments in global brand moments, fashion events and ambassadors that share its values have driven greater consumer engagement and traffic.


About Pandora 

Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through more than 6,500 points of sale, including more than 2,500 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 32,000 people worldwide and crafts its jewellery at two LEED-certified facilities in Thailand. Pandora is committed to leadership in sustainability and will purchase only recycled silver and gold for crafting its jewellery by 2025 and halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 26.5 billion (EUR 3.6 billion) in 2022.

For more information, please contact:


Lejla Charif
Manager, Media Relations & Public Affairs
+45 3165 6403