In the future, customers purchasing Pandora jewellery won’t need to be concerned about where or how the company is sourcing its diamonds.
In a bid to reduce costs and become more sustainable, the Danish giant will only use lab-produced diamonds in its products going forward.
“They are as much a symbol of innovation and progress as they are of enduring beauty and stand as a testament to our ongoing and ambitious sustainability agenda. Diamonds are not only forever, but for everyone.”
A lab can produce a diamond in less than a month, while natural diamonds take one to three billion years to form.
UK gets first dibs
Pandora also revealed that the price of lab-made diamonds has fallen in recent years, and that it is now a viable market.
The company has set a goal to be CO2-neutral by 2025, and the shift away from natural diamonds is part of that ambition.
Currently, Pandora’s diamonds are produced with 60 percent green energy, but the company expects that to be 100 percent next year.
Plans are already afoot to launch its first lab-produced diamond collection, Pandora Brilliance, in the UK.
According to the Gemological Institute of America, diamonds can be artificially produced using two methods: High-Pressure, High-Temperature (HPHT) and Chemical Vapor Deposition (CVD).