With its remarkably successful charm bracelets, the Danish jewellers has enjoyed mass appeal for years. Despite its popularity I've never thought of Pandora as, dare I say it, cutting edge. Then presenter Jameela Jamil came along and gave the brand her cool-girl seal of approval.
Pandora has collaborated with the former T4 presenter and now Radio 1 Chart Show host alongside DJ and stylist Angela Scanlon and five prolific fashion bloggers who each created their own series of sterling silver and 14ct gold ring stacks to coincide with an interactive social media campaign.
Jameela, Angela and fashion bloggers Peony Lim, Fashion Foie Gras, FiveFiveFabulous, WishWishWish and Coco's Tea Party chose from hundreds of different Pandora designs to create a ring stack that reflected their own style and personality.
At the #MyRingsMyStyle launch party in Edinburgh on Friday Jameela said: "Pandora brought me a whole selection of rings to choose from and let me go mad. I'd never really stacked rings together before but now I'm obsessed with it. One ring is not enough. I've turned into P. Diddy!"
Jameela, who was joined at the event by fellow TV presenter Rick Edwards, combined three delicate white enamel daisy rings to create a timeless, feminine stack. She said "I chose these rings because I wanted something beautiful and classic that I could wear now and when I'm 80. The rings have a sense of humour and a vintage feel which ties in with my personal style."
The Radio 1 Chart Show DJ is well known for her relaxed, bohemian style and regularly tops best dressed lists particularly during Summer festival season. Modestly discussing her sartorial fashion choices Jameela said: "I think great style is achievable for everyone. I don't believe in trends. I bought the jacket I'm wearing tonight from H&M five years ago and I'm still wearing it now. It's all about choosing clothes that you feel good in and showing your personality without having to open your mouth."
From her views on fashion to her criticism of Miley Cyrus, Jameela is unashamedly honest. She's aware of her influence on young women and uses her public image to promote variety in the fashion industry.
"I'd don't believe that women have to be stick thin to look good in clothes" she said. "I'm a size 12 and always worry that young girls don't see enough women my size in the industry. It's very misleading. As long as you find the right clothes to suit your body type you can always look good."
It's assuring to know that Jameela's relatable television persona is an accurate reflection of her personality. This down-to-earth girl even admits to committing some fashion crimes of her own.
"When I was a teenager I wore pleather snakeskin flares. It was a triple offence. It was a really bad time for me. It took me a while to have my first kiss and I think my style had a very large part to play in that!"