Pandora Spring 2016 campaign

NEW JEWELS: Pandora, the Copenhagen-based jewelry brand, is changing its ad campaign strategy for spring, with a bigger focus on the customer rather than the product.

Titled “Unique As We Are,” the campaign launches Thursday, along with the spring collection. Shot by fashion photographer Cass Bird, the campaign captures six women wearing their Pandora jewelry along with natural makeup and understated clothing.

The television commercial, directed by Martin Werner and featuring the Danish actress Solbjorg Hojfeldt, follows the personal narratives of different women whose stories later intertwine as they come together to celebrate a special event.

Stephen Fairchild, senior vice president and chief creative officer at Pandora, called the campaign “a bigger celebration of women today. With this campaign we’re going one step farther than we ever have to connect with women around the world and cherish what makes them unique — independently and together. Our ambition is to connect with women on a deeper emotional level and inspire them to do the same.”

Pandora worked with The Future Laboratory, a consulting and trend forecasting agency, to identify the direction the campaign should take.

“There is a growing confident generation of women looking for new ways to explore their identities. The current global culture allows them to connect with other women to build and share their stories,” said Rachele Simms, senior futures consultant at The Future Laboratory.

The campaign will roll out in phases in key markets including the U.K., U.S., Hong Kong, Australia, Brazil, Portugal, Italy, France and Denmark. It will also be featured in Pandora stores and across the company’s digital channels. The company declined to name specific titles or sites where it will break.

The new theme will continue with another campaign to be released for Mother’s Day and a fall campaign.

Rings continue to be a focus in the spring collection, which includes the Poetic Droplets series of stone-cut designs, inspired by the way water droplets are reflected on flower petals. Prices of key ring styles range start at 35 pounds, or $49.

Last year, the brand introduced stackable rings to its offer which was previously dominated by charm bracelets. The stackable rings now account for 20 percent of the company’s total sales.