Pandora has blown up its campaign images on its stand at The Jewellery Show. (ITP)

Jewellery brand selects models with more than just a pretty face.

Pandora has unveiled its new marketing campaign at The Jewellery Show in Birmingham this week.

The campaign, which will run in consumer press in April, features models who all have interesting day jobs which will be communicated to the buying public in the course of the campaign.


Each model was selected not just based on good looks but also on their back story. One model is a children’s book author, another a scuba diver and one is a dancer. These stories will be communicated through some of the campaign shots, such as the model who is also a children’s author who will be shown reading a bedtime story to her daughter, to communicate a special moment to them, following on from Pandora’s "unforgettable moments" tag line.

Pandora is showing new product ranges at The Jewellery Show including a new edgier, more fashion-forward range of blackened silver pieces and designs that mix silver, rhodium plated silver and gold vermeil.

The brand is also focused on expanding its £25 to £50 offering, which it said it still proving to be a strong sales sector.