Natural Diamond Council (NDC) has criticised Pandora for what it called misleading claims about synthetic diamonds, in a sharply worded public response.
In an open letter, NDC said Pandora’s latest campaign is “another disappointing PR stunt” that unfairly attacks the natural diamond industry in order to promote laboratory-made stones. The council argued that Pandora’s comparisons use outdated carbon footprint data, with some figures dating back to 2013, and that it broadly attributes those findings to the entire natural diamond industry. The council said such comparisons are inaccurate and do not meet credible standards for sustainability and responsible marketing.
NDC also accused Pandora of failing to clearly distinguish between two fundamentally different product categories. One is a factory-made product of technology that can be manufactured in virtually unlimited quantities. The other is a rare and finite product of nature. By comparing the two solely on value, meaning or impact, NDC said Pandora risks misleading consumers and fuelling misinformation.
The council added that this narrative has real consequences for tens of millions of people worldwide who depend on the natural diamond industry for jobs, income and social development.
If Pandora is serious about advancing sustainability and supporting the wider jewellery sector, NDC encouraged the company to re-engage constructively in industry forums, where both natural and synthetic diamond sectors are working together to strengthen environmental stewardship and social responsibility. (Photo courtesy: NDC)
01-06-2026
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