Pandora has launched its lab-grown diamonds collection to its home country Denmark, the first EU market, after successful launches in the Americas, Australia, and UK. Pandora also announced the opening of its first flagship store in Copenhagen.
Pandora's diamonds have been grown, cut and polished using 100 percent renewable energy, resulting in a carbon footprint that is approximately five percent of that of a mined diamond. To further reduce climate impact, the diamonds are set in 100 percent recycled silver and gold. For perspective, if all diamonds were mined with the same carbon footprint as Pandora lab-grown diamonds, it would save more than 6 million tons of CO2 annually. This almost equals the emissions from Denmark's electricity use for a year. Pandora stopped using mined diamonds in 2021.
Four Pandora lab-grown diamond collections will be available in Denmark: Pandora Talisman, Pandora Infinite, Pandora Nova, and Pandora Era. These collections offer rings, necklaces, and earrings, with prices starting at DKK 1,899 (around $275).
Coinciding with the launch, Pandora also announced the opening of a new flagship store in Copenhagen on 6 June. The store is the company's first flagship store globally and the largest Pandora store to date across two floors on Copenhagen’s main pedestrian street.
Pandora first launched lab-grown diamonds in stores and online at the end of August 2023 throughout the UK, the US, Canada and Australia. In October the same year, it broadened the offering to include Mexico and Brazil.
"Our lab-grown diamonds represent the future of luxury. They combine beauty and responsibility, and we are incredibly excited to bring them to Denmark. As a Danish company, it is particularly meaningful for us to introduce this innovation to our home market", said Alexander Lacik, CEO and president of Pandora.
20-06-2024
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