• by Larissa Faw , March 19, 2018

Pandora Jewelry has signed singer/actress Ciara as its first-ever U.S. celebrity brand ambassador to raise awareness for its new Shine Collection. The collection emphasizes the brands expansion beyond the traditional charm business.

Developed with Grey and shot by Ben Hasset and Collin Tilley, the creative resembles a music video with action shots of Ciara posing along with closeup images of the various jewelry offerings as she sings an acoustic rendition of the classic “This Little Light of Mine."

The singer was selected for her "unique ability" to resonate strongly with women as Pandora hopes this collection will pivot away from the mindset that jewelry is gifted rather than purchased by the wearer.

"This partnership aims to inspire women to feel bright about who they are and be creative in how they express themselves,” says Charisse Ford, chief marketing officer, Pandora. "We have a huge opportunity to attract a new consumer — while keeping the women who already love our brand connected and engaged."

The digital strategy includes ads appearing on Pandora's website, in-stores and via e-store emails. Paid social will appear on Facebook, Instagram, Youtube, Instagram Stories, as well as organic social via Twitter.

The new collection references nature with sun-inspired motifs and buzzing bee designs, priced from $20 to $200.