Pandora Introduces Lab-Grown Diamonds in Denmark

Pandora is launching its lab-grown diamond collection in Denmark, marking the first European market to feature Pandora’s innovative diamonds after successful debuts in the Americas, Australia, and the UK
Pandora Introduces Lab-Grown Diamonds in Denmark

Driven by the mission to democratize diamond jewellery, Pandora Lab-Grown Diamonds aim to make diamonds accessible for more people and suitable for various occasions. This launch symbolizes a new era of sustainability and innovation within the diamond industry, showcasing Pandora's commitment to providing luxurious, yet responsible, jewellery.

"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 created in laboratories and possess the same optical, chemical, thermal, and physical properties as mined diamonds. They are graded by the same standards known as 'the four Cs' – cut, color, clarity, and carat. Pandora's lab-grown diamonds are produced using 100% renewable energy, resulting in a carbon footprint approximately five percent of that of a mined diamond. Additionally, these diamonds are set in 100% recycled silver and gold. If all diamonds were produced with the same carbon footprint as Pandora’s, it would save more than 6 million tons of CO2 annually—almost equal to Denmark's yearly electricity emissions. Pandora ceased using mined diamonds in 2021.

New Collections and Campaign

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

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

Pandora Opens First Flagship Store

Coinciding with the diamond launch, Pandora is unveiling its new flagship store in Copenhagen on June 6th. This store, the largest Pandora store globally, spans 500m² across two floors on Strøget, Copenhagen’s main pedestrian street.

Designed with the architectural principles of Pandora's new Evoke concept, the store reflects Danish design and materials, offering a fresh perspective on the Pandora brand. Features include a Style Studio for personalized jewellery curation, and 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, starting June 6th, with prices beginning at DKK 1899.

Pandora Lab-Grown Diamonds are also available in the UK, US, Canada, Australia, Mexico, and Brazil.

Diamond World