Industry asks Pandora to retract its false & misleading narrative of lab-grown diamonds being ethical in their recent announcement

Industry asks Pandora to retract its false & misleading narrative of lab-grown diamonds being ethical in their recent announcement

Last week, leading jewellery brand Pandora, announced that it will no longer use natural diamonds in its jewellery because of ethical concerns

Leading jewelry industry organizations including The Responsible Jewellery Council (RJC), the World Diamond Council (WDC), CIBJO, the World Jewellery Confederation, the Natural Diamond Council (NDC) and the International Diamond Manufacturers Association (IDMA) have reponded to Pandora's recent announcement that it would sell lab-grown diamonds under the claim that they're a more ethical choice than natural diamonds.

The industry organizations called on Pandora to market lab-grown diamonds (LGDs) responsibly and issue a public statement retracting the false and misleading narrative in their announcement on Tuesday that positioned laboratory grown diamonds as the ethical choice versus natural diamonds. 

The natural diamond industry employs tens of millions of people around the world and their families and communities depend on the income and welfare that the industry provides. These communities need the support of the industry now more than ever given the hardship brought on by the COVID-19 pandemic. The misleading narrative created by the Pandora announcement implying the natural diamond industry is both less ethical and the impetus behind Pandora’s move to lab-grown diamonds, particularly given the inconsequential amount of diamonds Pandora features in its collections, can have unintended but substantial consequences on communities in developing nations. The industry organizations have called upon Pandora to support communities by correcting the record. 

The group acknowledges Pandora’s decision to sell laboratory grown diamonds as a positive expansion of the jewelry industry but warns that potentially false and misleading assertions can diminish consumer confidence across all categories and create confusion which is detrimental to the industry as a whole.


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