The company announced Tuesday that it will no longer use mined diamonds, but only lab-grown diamonds in their products as part of its sustainability and accessibility efforts.
Eventually, he plans to have diamonds made entirely with green energy.
The announcement comes in conjunction with the launch of its new collection, Pandora Brilliance, which will also only use lab-grown diamonds.
Pandora Brilliance is only available in the UK at the moment, but is expected to launch worldwide next year. The collection starts at $ 250 or $ 350.
Pandora Brilliance has also been certified carbon neutral, with its lab-grown diamonds in the collection having been grown with over 60% renewable energy on average. He says that number will be 100% in 2022.
According to Pandora, lab-grown diamonds have the same optical, chemical, thermal and physical characteristics as mined gemstones and are also graded to the same standards known as 4Cs: cut, color, clarity and carat.
They can also appeal to young buyers who have the ethics, environment and origins of a diamond in mind when shopping. However, it is not always clear where a diamond comes from, says one appraiser.
“Any other diamond you can buy that has come via Antwerp, Belgium, India, whatever, Israel, there’s no way to tell where it came from. It could be a blood diamond … something in South Africa somewhere, there is no way But a lot of millennials have this kind of green stuff that works for them, and they want something that they know it is. ‘There isn’t all of that stigma attached to it,’ said Steven Silver of Jewelry Appraisal Services.
Another incentive for some buyers could be the price.
Silver said you can buy a lab grown diamond for around 75% less than a natural diamond. Pandora’s CEO also told the BBC that lab-grown diamonds are also cheaper to make.
“About a third of that is for something we dug up from the ground,” CEO Alexander Lacik said in an interview with BBC News.
Last year, Pandora officials said they plan to use only recycled gold and silver for their products by 2025.
Pandora was headquartered in Copenhagen, Denmark, in 1982. The company said its goal was to be carbon neutral by 2025.
You can read Pandora’s announcement about the passage of mined diamonds here.
Real Lab-Grown Diamonds: Can You Tell the Difference?
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