Pandora Reimagines Diamonds' Role in 'Milestone Moments' at NYC Event

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NEW YORK—When creative agency New Moon set out to pull off an event celebrating Pandora’s foray into fine jewelry, it was as multifaceted as the lab-grown diamonds on display. Emilie Joy Sullivan, the creative director at New Moon, said the event—dubbed “Diamonds by Pandora - Exquisitely Crafted Lab-Grown Diamonds”—”was both a celebration of the collections’ debut and craftsmanship as well as an educational activation to develop consumer knowledge around the possibilities, perfection, and price point of lab-created diamonds.”When guests first entered the event space, they were greeted by a product display with Pandora’s new collection styled on calcutta marble and rough-edge shungite.Photo: Tory Stolper PhotographyBeyond a velvet curtain was what Emilie Joy Sullivan, New Moon's creative director, referred to as the event’s “Narnia moment,” which was “an immersive, experiential space" with three activities in a choose-your-own-adventure format.

Lounge rentals were provided courtesy of RentQuest.Photo: Tory Stolper Photography

But aside from logic, messaging also tapped into pathos across all efforts—PR gifting, social media, and curated content—by reimagining “milestone moments” and redefining when the right time to make a fine jewelry purchase is. Sullivan explained: “The campaign advocated for the idea that consumers shouldn’t wait to be gifted diamonds in purely romantic contexts; there’s a whole world of ‘unconventional’ milestones that warrant celebration.”Sullivan said the jewelry display “created an editorial-inspired representation of the lab diamonds in all their glory.”Photo: Tory Stolper Photography

To bring this concept to life, Pandora and New Moon took over Lavan 541 in New York City’s Chelsea neighborhood on Aug. 25. The invite-only afternoon was broken into four sessions over the course of the day, which Sullivan noted was “intended to create an intimate experience with Pandora’s new range of lab-created diamonds.” Each session welcomed 50 guests, including “media, influencers, and industry personalities, most of whom are recognized as empowered leads who push the boundaries of self expression,” Sullivan said.

The creative director also noted that every decision played into the message that “diamonds aren’t just forever—they are for everyone,” including the fact that the event was held during brunch time.

“We felt the idea of brunch was really interesting for this launch. Every brand does evening and dinner events,” Sullivan explained. But “brunch has a totally different energy; it’s a social, celebratory, feminine pastime [where] you can arrive in jeans and a button-down. It’s an occasion for sharing, catching up, and connecting,” she added.Gemologist Olga Gonzalez (pictured left) invited eventgoers to her craftsmanship station where guests could take part in a mini masterclass and utilize microscopes, measuring tools, and other interactive technology to get up close and personal with Pandora's lab-grown diamonds.Photo: Tory Stolper PhotographySullivan referred to this space as the "jewelry box," and three unique touchpoints “supported Pandora’s philosophy of amplifying access" to diamonds.Photo: Tory Stolper Photography

“With that in mind, the format was relaxed and intimate,” where each guest was able to choose the session “at a time that suited their morning schedule.” Education was also presented in a laid-back setting, allowing guests to “explore the space at their leisure.”This sizing station was “inspired by an insight we had that women rarely know their ring size—and if they do, it’s usually just for the ‘wedding ring’ finger,” Sullivan explained.Photo: Tory Stolper Photography

Upon entering the space, there was a product showcase with Pandora’s new collection styled on calcutta marble and rough-edge shungite, which Sullivan said “created an editorial-inspired representation of the lab diamonds in all their glory.”

And beyond a Pandora-purple velvet curtain courtesy of Rose Brand was what Sullivan referred to as the event’s “Narnia moment,” which was “an immersive, experiential space we also playfully nicknamed our ‘jewelry box.’”

Here, there were three activities in a choose-your-own-adventure format. One station was a “craftsmanship station where gemologist Olga Gonzalez allowed guests to get up close and personal with the lab-created stones.” Eventgoers were invited to take part in a mini masterclass, utilizing microscopes, measuring tools, and other interactive technology that not only “supported Pandora’s philosophy of amplifying access,” but also to showcase how the naked eye cannot tell the difference between natural and lab-grown diamonds. Olivier Cheng Catering and iconic New York eateries provided brunch bites for guests to enjoy.Photo: Tory Stolper Photography

At another touchpoint, attendees were encouraged to reflect on personal milestones. “Prompts on Pandora-branded stationary invited guests to put pen to paper and identify areas of their life worth celebrating, or women in their sphere who inspire them,” Sullivan said.

The third activity was “inspired by an insight we had that women rarely know their ring size—and if they do, it’s usually just for the ‘wedding ring’ finger,” Sullivan explained. Cue “sizing stations with Pandora consultants where guests could make a record of all 10 [finger] sizes, dispelling the myth that diamonds are for one finger only.”At another touchpoint, attendees were encouraged to reflect on personal milestones on Pandora-branded stationary that they mailed to themselves.Photo: Tory Stolper PhotographySullivan said that the event aimed to reimagine “milestone moments” and redefine when the right time to make a fine jewelry purchase is. “The campaign advocated for the idea that consumers shouldn’t wait to be gifted diamonds in purely romantic contexts; there’s a whole world of ‘unconventional’ milestones that warrant celebration," she added.Photo: Tory Stolper Photography

And to top off that “jewelry box” feeling that roused the nickname for the space was “360-degree projection content” in the form of “a custom remix of the campaign assets with shimmering, undulating multifaceted light,” Sullivan said. (Scenic elements were provided courtesy of Arsenal.) Top model Ashley Graham was in attendance.Photo: Tory Stolper Photography

As a nod to brunch—and to accompany what’s known to gemologist as the “4Cs” (carat, color, clarity, and cut)—bites were curated in collaboration with Olivier Cheng Catering and iconic New York eateries, including Shukette, Via Carota, Grandaisy Bakery, Mah-Ze-Dahr, Russ & Daughters, and Levain Bakery. Sullivan also made sure to note that “all the food served was created by female-run businesses and female chefs—part of an ongoing emphasis for Pandora to platform and support talented women across a number of creative industries.”

Sullivan said that overall, the greatest success of the event was both the aesthetic, “nuanced balance between old and new [and] heritage grandeur and slick modernity” as well as “the heart-warming feeling of celebration and self acknowledgement.” 

And as New Moon enters its fourth year into its collaboration with Pandora, Sullivan said the creative agency aims to continually “establish Pandora events to be remembered as fun, stylish, and welcoming.”