Pandora, the world’s largest jewellery brand, continues its mission to democratise diamond jewellery by launching its lab-grown diamonds range in the company's home country, Denmark. Driven by the belief that diamonds should be accessible to more people and suitable for a variety of occasions, Pandora Lab-Grown Diamonds are rewriting the rules of the diamond industry and setting a new standard for sustainability and innovation in the jewellery industry.

"Our lab-grown diamonds represent the future of luxury. They combine beauty and responsibility, and we are incredibly excited to bring them to Denmark. As a Danish company, it is particularly meaningful for us to introduce this innovation to our home market", said Alexander Lacik, CEO and President of Pandora.

Diamonds grown with renewable energy

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 four Cs' – cut, colour, clarity and carat.

Pandora's diamonds have been grown, cut and polished using 100% renewable energy, resulting in a carbon footprint that is approximately five percent of that of a mined diamond. To further reduce climate impact, the diamonds are set in 100% recycled silver and gold. For perspective, if all diamonds were mined with the same carbon footprint as Pandora Lab-Grown Diamonds, it would save more than 6 million tons of CO2 annually. This almost equals the emissions from Denmark's electricity use for a year. Pandora stopped using mined diamonds in 2021.

Four Pandora Lab-Grown Diamonds collections will be available in Denmark: Pandora Talisman, Pandora Infinite, Pandora Nova, and Pandora Era. These collections offer elegant rings, necklaces, and earrings, each radiating with the quality of traditional diamonds.

The launch is accompanied by a campaign shot by renowned photographer Mario Sorrenti, featuring advocates of self-empowerment and individualism such as actress and model Pamela Anderson and former Vogue Creative Director-at-Large Grace Coddington.

Coinciding with the launch, Pandora also announced opening a new flagship store in Copenhagen on June 6th. The store is the company's first flagship store globally and the largest Pandora store to date, covering 500m2 across two floors on Copenhagen’s main pedestrian street, Strøget.

The store boasts a custom design unique to its Copenhagen location, based on the architectural principles of Pandora's new Evoke store concept and inspired by Danish design and materials. The store shows Pandora in a fresh light and allows customers to experience Pandora as a complete jewellery brand. It includes a Style Studio, where customers can curate their own jewellery looks, and it offers bespoke services such as engraving, gifting and piercing.

Pandora Lab-Grown Diamond collections will be available online and in select Pandora stores in Denmark, including the new flagship store in Copenhagen from June 6th, with prices starting from DKK 1899.

Pandora Lab-Grown Diamonds are already available in the UK, US, Canada, Australia, Mexico and Brazil. For more information about Pandora Lab-Grown Diamonds visit pandora.net.