"Diamonds by Pandora" Become "Pandora Lab-Grown Diamonds"
August 20, 23
(IDEX Online) - Pandora is rolling out its lab grown diamond jewelry to Australia, Mexico and Brazil, and renaming its collections to acknowledge their origin.
Diamonds by Pandora will now be known as Pandora Lab-Grown Diamonds, the company said in a news release.
The Danish brand, best known for its charm bracelets, announced in May 2021 that it would no longer use mined diamonds, even though they featured in only 50,000 of the 85m pieces it was selling annually at the time.
The company is now launching three collections, Pandora Nova, Pandora Era, and Pandora Talismanall with near-colorless, VS+ clarity lab-growns, from 0.15-cts to 1.0-cts.
Its lab growns, currently sold in the UK and at some US and Canada stores, will now be rolled out to all North American outlets and will be available online.
A marketing campaign featuring "a cast of cultural icons" will be launched on 29 August.
"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," said Pandora CEO Alexander Lacik.
Pic shows Rosario Dawson, the Sin City actress, promoting Pandora's lab grown diamonds.