Winona Ryder stars in new Pandora campaign

Acclaimed actress joins next phase of be love campaign, aiming to transform the perception of Pandora into a full jewellery brand.

Pandora, the world’s largest jewellery brand, has launched a follow-up to its BE LOVE campaign, first introduced in 2024. This campaign is part of the company’s strategy to drive growth by evolving from a brand known for its iconic charm bracelets into a full jewellery brand, with love at its core. 

Showcasing Pandora’s most iconic pieces, the campaign introduces a new cast of brand faces, featuring actress Winona Ryder, supermodel Iman and models Vittoria Ceretti, Karen Elson, He Cong and Ugbad Abdi, amongst others. Captured by some of the industry’s most renowned creatives, the campaign is shot by Fabien Baron and Craig McDean, with product photography by Raymond Meir.

Commenting on what love means to her, Winona Ryder said it is about being compassionate and emotionally available. “It’s really to listen”, she said. “To try and be as understanding as possible. Seeing things from a different perspective, that represents love to me. It’s just a profound way to experience love.”

Launched in 2024, the BE LOVE campaign represented a major milestone in Pandora’s evolution, achieving remarkable success in its first year. Featuring Pandora’s global brand ambassadors Chloe and Halle Bailey alongside Pamela Anderson, the campaign led to an 11% increase in brand consideration and a 5% boost in unaided brand awareness worldwide. Reflecting its growing influence, strong consumer engagement, and competitive edge, Pandora earned a spot on Interbrand’s Best Global Brands list in 2024, ranking among the world’s most valuable brands.

“We continue to craft jewellery that serves as a personal and meaningful expression of love,” said Berta de Pablos-Barbier Chief Marketing Officer of Pandora. “From the customisable BE LOVE heart charm to the minimalist ESSENCE heart ring, each piece reflects our commitment to quality and innovation. As we continue to evolve into a full jewellery brand, we are strengthened by collaborations with impressive talent and strategic investments that elevate Pandora’s position as the leading brand in accessible luxury jewellery.”

ABOUT PANDORA 

Pandora is the world's largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is created to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery. Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including more than 2,700 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 37,000 people worldwide and crafts its jewellery using only recycled silver and gold. Pandora is committed to leadership in sustainability and has set out to halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 31.7 billion (EUR 4.2 billion) in 2024.

CONTACT

For more information, please contact:

Johan Melchior VP, Media Relations & Public Affairs  +45 4060 1415  [email protected]

Lejla Charif Manager, Media Relations & Public Affairs +45 3165 6403 [email protected]