Pandora democratises diamonds with lab-grown gems

Pandora, the world’s largest Jewellery brand, has launched three new lab-grown diamond collections and expands overseas as part of its mission to ‘democratise diamonds’.

The collections include original designs and modern takes on classic jewellery styles. Original designs include the Pandora Nova, Pandora Era and Pandora Taliman.

All collections feature expert cuts, near colourless, VS+ clarity lab-grown diamonds available in 0.15 to 1-carat weights and set in 14k white gold, 14k yellow gold or sterling silver.

Pandora is also continuing the geographical roll-out of its lab-grown diamonds. Already available in the UK, US and Canada, the retailer is adding Australia, Mexico and Brazil to its roster.

Pandora CEO, Alexander Lacik, commented: "Consumers in North America and the UK have welcomed our lab-grown diamonds and we will continue to make them accessible to more people around the world by expanding our collections and distribution.

"We have big ambitions for this category, aligned to our mission of providing high-quality, affordable jewellery at a very high level of craftsmanship."

Lab-grown diamonds are identical to mined diamonds but created in a laboratory rather than excavated from a mine. They have the same optical, chemical, thermal and physical characteristics and are graded by the same standards known as the 4Cs – cut, colour, clarity and carat.

Since August 2022, Pandora’s lab-grown diamonds have been grown, cut and polished using 100% renewable energy, resulting in a carbon footprint that is approximately 5% of that of a similar-sized mined diamond. To further reduce the company's climate impact, all three collections are set in 100% recycled silver and gold.

The three new collections will be introduced to consumers by a campaign, featuring a cast of icons, on 29 August. They will be available in more than 700 stores and online across the US, Canada, UK, and Australia from 31 August, with prices starting at £228 ($290).

Pandora Chief Marketing Officer, Mary Carmen Gasco-Buisson, added: "The new collections and accompanying campaign bring our unique point-of-view on diamonds to life. Our diamond jewellery is not only for special occasions but something you can wear to add joyful sparkle every day and everywhere.

"This commitment to democratizing diamonds and the wonderful meaning they carry make lab-grown diamonds a perfect fit for Pandora."