Pandora is launching a marketing campaign for three new lab-grown collections as part of its efforts to “democratize diamonds.”

The Danish jeweler has recruited a plethora of celebrity ambassadors for the new “Diamonds for All” campaign, including actresses Pamela Anderson and Amita Suman, Vogue creative director Grace Coddington, and models Achok Majak, Precious Lee and Sherri Shi.

With this move, Pandora aims to continue “rewriting the rules of diamond jewelry,” the company said Tuesday. This involves changing the tagline from “Diamonds are a girl’s best friend” to “Diamonds are everyone’s best friend,” and replacing “diamonds on ring fingers” with “diamonds on every finger,” it elaborated.

The three collections at the center of the campaign are an expansion of the brand’s Pandora Lab-Grown Diamonds label.

 

Main image (left to right): Pamela Anderson, Achok Majak and Grace Coddington. (Pandora)