(ProOmani/CNN) — Pandora produces extra jewellery than another firm on the earth. And on Tuesday, it introduced a significant change: It received’t use any extra mined diamonds in its merchandise.
The Copenhagen-based firm mentioned it’s as a substitute shifting towards the usage of diamonds created in labs, which it emphasised have the identical “optical, chemical, thermal and bodily traits.” Pandora has 20 jewellery shops in Massachusetts and eight in New Hampshire.
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The gathering, known as Pandora Brilliance, is rolling out in the UK and anticipated to launch globally subsequent yr.
“They’re as a lot an emblem of innovation and progress as they’re of putting up with magnificence and stand as a testomony to our ongoing and impressive sustainability agenda,” mentioned Pandora CEO Alexander Lacik mentioned in a press release. “Diamonds will not be solely endlessly, however for everybody.”
Lab-grown stones have been billed as the moral, traceable various to mined diamonds. Pandora mentioned they’re graded on the identical “4Cs” as mined diamonds (a.ok.a. reduce, colour, readability and carat) earlier than they’re offered.
In the present day we launch our first lab-created diamond assortment Pandora Brilliance and we announce that we are going to cease utilizing mined diamonds in our merchandise. Our goal is to make diamond jewelry accessible to a wider viewers.
Learn extra on https://t.co/Qx1RdgVDfK pic.twitter.com/PdnAk1VZnd
— Pandora Group (@PANDORA_Corp) Might 4, 2021
The brand new assortment contains necklaces, earrings and rings. Costs begin at about $350 and will be “collected and layered collectively,” a nod to its earlier assortment that it’s identified for.
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Pandora’s new assortment can also be extra environmentally pleasant, as a result of they’re made with greater than 60% renewable vitality on common. It expects that the brand new diamonds can be made with 100% renewable vitality when the gathering launches globally.
Lab-grown stones have rising attraction amongst customers seeking to purchase merchandise from sustainable provide chains. Pandora introduced final June that it’ll solely use recycled gold and silver in its merchandise by 2025.
Final yr, Tiffany & Co. introduced a tracing initiative that permits clients to search out out the precise nation the place stones are reduce, polished and set. However the newest transfer from Pandora marks a much bigger shift.
The corporate targets mainstream patrons, which suggests diamond gross sales accounted for simply 50,000 items of jewellery offered final yr out of a complete of 85 million. But it’s nonetheless a big transfer from a significant participant.
Pandora is attempting to remain forward of the curve, noting big development in demand for lab-made stones.
“Within the US, and particularly in China and India, youthful customers say sustainability is a part of their decision-making course of and will affect whether or not they purchase diamond jewellery,” Bain & Firm identified in a report revealed earlier this yr.
ProOmani Information, citing a report by diamond firm De Beers, mentioned that demand for tough diamonds has rebounded in 2021 to pre-pandemic ranges. The report additionally claimed that 47% of customers didn’t see lab-made diamonds as “actual.”
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(© Copyright 2021 ProOmani Broadcasting Inc. All Rights Reserved. CNN’s Jordan Valinsky contributed to this report.)