Pamela Anderson and Pandora aim to make diamonds accessible to all

Hollywood star Pamela Anderson is collaborating with jewellery brand Pandora to promote lab-grown diamonds as an affordable and climate-friendly alternative, Danish broadcaster DR reports.

The American actress, known for her role in Baywatch, visited Copenhagen on Wednesday for the Global Fashion Summit, where she discussed the partnership with Pandora, which has exclusively used lab-created diamonds since 2021. These diamonds cost a fraction of natural ones and emit up to 90% less CO₂.

“Every choice has a consequence—and you might as well make sure it’s a good one,” Anderson told DR. She praised Pandora’s transparency and ethical approach, calling it a “huge compliment” to represent a brand aligned with her values.

Pandora’s sustainability director, Mads Twomey-Madsen, said the company aims to “change the diamond market” by making diamonds accessible to everyone. “The idea that diamonds should be reserved for the few isn’t our business model,” he said. The brand now displays the climate footprint of all its diamond jewellery.

Futurist Liselotte Lyngsø compared the shift to the digital revolution, calling it a “Kodak moment” where lab-grown diamonds democratise luxury. She noted that natural diamonds have lost investment value as lab alternatives become mainstream.

In the US, 60% of loose diamonds sold are now lab-created, Twomey-Madsen said, adding that Denmark lags behind. “This is the future of how we’ll think about diamonds,” he said.