Pandora returns with a renewed call to action—BE LOVE. Rooted in the belief that love, when expressed, has the power to transform lives, the latest chapter of the campaign highlights personal stories, cherished memories, and heartfelt moments. This year, the campaign features an iconic cast of talents, models, and tastemakers, all sharing how acts of love have shaped their journeys. Showcasing Pandora’s most beloved pieces, the campaign reflects how jewelry can become a storytelling medium, symbolizing love in all its forms.
Love carries a unique meaning for everyone. Actress Winona Ryder, one of the campaign’s featured faces, defines love as compassion and emotional presence. “It’s really about listening,” she explains. “To try and be as understanding as possible.” She also emphasizes the importance of perspective, adding, “Seeing things through a different lens represents love to me—it’s a profound way to experience it.”
Jewelry as a Wearable Expression of Love
The BE LOVE 2025 collection features finely crafted jewelry that embodies love through meaningful designs. The BE LOVE heart charm, available in sterling silver, allows for engraving and customization with initials, symbols, or significant dates. Another standout piece, the ESSENCE heart ring, reimagines the classic heart shape with a minimalist and modern twist. Made from sterling silver and plated with 14k gold, it offers a refined and elegant touch.
Additionally, the collection includes the UNICEF charm, a heart-shaped design with a sparkling blue stone at its center. This charm represents Pandora’s commitment to creating a brighter future through its partnership with UNICEF. By supporting education and empowerment programs for young people—especially girls—Pandora aims to make a lasting impact on future generations.
A Star-Studded Campaign
The BE LOVE campaign introduces a distinguished lineup of brand ambassadors, including actress Winona Ryder, supermodel Iman, and renowned models Vittoria Ceretti, Mica Arganaraz, Karen Elson, He Cong, Elisabetta Dessy, and Ugbad Abdi. The campaign is brought to life by celebrated industry creatives, including Fabien Baron and Craig McDean, with product photography by Raymond Meir.
More than just a collection, BE LOVE embodies the essence of love as a universal language. The campaign captures the joy of giving, the significance of self-love, and the power of deep connections, regardless of occasion or relationship.
Expanding the Message of BE LOVE
With its 2025 campaign, Pandora continues to strengthen the bonds of love through a diverse range of offerings. From delicate jewelry pieces and meaningful gift options to accessible lab-grown diamonds and charitable collaborations, the brand’s vision extends beyond traditional celebrations. BE LOVE is an ongoing tribute to love’s limitless possibilities—whether expressed through acts of kindness, sisterhood, or self-appreciation.
Pandora’s latest campaign reaffirms its mission to inspire, connect, and celebrate love in its purest form. As the brand evolves, it remains dedicated to crafting jewelry that symbolizes not just beauty but also the emotions and stories that define us.