Pandora has announced the decision to no longer use mined diamonds in its products, and will from now on only used lab-grown diamonds. The decision comes as more and more consumers are prioritising ethics and sustainability with their fashion choices and reflects a changing tide in the jewellery industry. Pandora is, however, the first major jewellery brand to make the move.
The Danish label announced the news with the reveal of its first lab-grown diamond collection, Pandora Brilliance, where it also announced that it would no longer use any mined diamonds in any of its collections. The move comes after a pledge last year to stop using newly mined gold and silver, opting for recycled metals instead.
“We want to become a low-carbon business,” Alexander Lacik, Pandora chief executive told the BBC. “I have four children, I’m leaving this earth one day, I hope I can leave it in a better shape than maybe what we’ve kind of created in the last 50 years or so.”
Lab-grown diamonds can be created to look identical to those found in the earth and can be produced ethically, for a fraction of the price – and, demand from consumers is on the up. In fact, according to Pandora, the lab-grown diamond market is now growing at a faster rate than the overall diamond market.
However, as a mass-market retailer, Pandora only used diamonds in around 50,000 pieces last year out of a total of 85 million created, so it will be interesting to see if any other major more high-end jewellery brands (those who use diamonds in more of their products) will follow suit.
From Harper’s Bazaar UK