Beyond Charms: Pandora's Full Jewelry Campaign
January 31, 24
(IDEX Online) - Sisters Chloe and Halle Bailey, who found fame as singing duo Chloe X Halle, are Pandora's newest global ambassadors, together with actress Selma Blair, best known for the movies Cruel Intentions, Legally Blonde and The Sweetest Thing.
They're part of a new new brand campaign "Be Love", designed to broaden consumer perception of Pandora as a full jewelry brand, beyond the charm bracelets for which it is famous.
"New campaigns will elevate brand desirability and increase relevance through stronger cultural activations and collaborations," the Danish company said in a statement.
"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."
Collections included in the campaign campaign feature Murano glass and lab-grown diamonds set in sterling silver and 14K gold (plated and solid).
Pandora, which describes itself as "the world's largest jewellery brand" made headlines in 2021 when it ditched natural stones in favour of lab growns (even though only a tiny minority of its pieces include diamonds).
Pic of Chloe and Halle Bailey courtesy Pandora.