Pandora is now introducing its lab-grown diamonds collection to its home country Denmark, the first EU market to offer Pandora’s innovative diamonds after successful launches in the Americas, Australia and UK. Pandora also announces the opening of its first flagship store in Copenhagen.

Pandora, the world’s largest jewellery brand, continues its mission to democratise diamond jewellery by launching its lab-grown diamonds range in the company's home country, Denmark. Driven by the belief that diamonds should be accessible to more people and suitable for a variety of occasions, Pandora Lab-Grown Diamonds are rewriting the rules of the diamond industry and setting a new standard for sustainability and innovation in the jewellery industry.

"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. 

Diamonds grown with renewable energy 
Lab-grown diamonds are identical to mined diamonds but created in a laboratory rather than excavated from a mine. They have the same optical, chemical, thermal and physical characteristics and are graded by the same standards known as 'the four Cs' – cut, colour, clarity and carat. 

Pandora's diamonds have been grown, cut and polished using 100% 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% 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 Diamonds collections will be available in Denmark: Pandora Talisman, Pandora Infinite, Pandora Nova, and Pandora Era. These collections offer elegant rings, necklaces, and earrings, each radiating with the quality of traditional diamonds.

The launch is accompanied by a campaign shot by renowned photographer Mario Sorrenti, featuring advocates of self-empowerment and individualism such as actress and model Pamela Anderson and former Vogue Creative Director-at-Large Grace Coddington.

Pandora opens first flagship store
Coinciding with the launch, Pandora also announces the opening of a new flagship store in Copenhagen on June 6^th. The store is the company's first flagship store globally and the largest Pandora store to date, covering 500m² across two floors on Copenhagen’s main pedestrian street, Strøget. 

The store boasts a custom design unique to its Copenhagen location, based on the architectural principles of Pandora's new Evoke store concept and inspired by Danish design and materials. The store shows Pandora in a fresh light and allows customers to experience Pandora as a complete jewellery brand. It includes a Style Studio, where customers can curate their own jewellery looks, and it offers bespoke services such as engraving, gifting and piercing. 

Pandora Lab-Grown Diamond collections will be available online and in select Pandora stores in Denmark, including the new flagship store in Copenhagen from June 6th, with prices starting from DKK 1899.

Pandora Lab-Grown Diamonds are already available in the UK, US, Canada, Australia, Mexico and Brazil. For more information about Pandora Lab-Grown Diamonds visit pandora.net.

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Note to editors: 

•  The new flagship store is located at Vimmelskaftet 35, 1161 Copenhagen K
•  Pandora was founded in Copenhagen in 1982. The company started in a small family-owned jewellery shop on Nørrebrogade, only 3 kilometres from the new flagship store. 
•  Since August 2022, Pandora Lab-Grown Diamonds collections have been made with lab-grown diamonds that have been grown, cut and polished using 100% renewable energy and set in 100% recycled silver and gold. 
•  The emissions of a 14k solid gold Infinite Pandora ring with a one carat lab-grown diamond are similar to those of a pair of jeans.
•  Pandora Lab-Grown Diamonds have a carbon footprint of 9.17 kg CO2e per carat – about five percent of that of a mined diamond according to a carbon footprint study by consultancy group Rambøll, which has been verified by an independent academic. (According to a 2019 report commissioned by the Diamond Producers Association, the average carbon emissions from mining operations are 160 kg CO2e per polished carat produced). Read more here: https://pandoragroup.com/products/jewellery-materials/pandora-lab-grown-diamonds

About Pandora 
Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at accessible price points Pandora jewellery is sold in more than 100 countries through 6,700 points of sale, including more than 2,600 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 33,000 people worldwide and crafts its jewellery at three crafting facilities in Thailand using mainly recycled silver and gold. Pandora is committed to leadership in sustainability and is sourcing recycled silver and gold for all of its jewellery, just as the company has set out to halve greenhouse gas emissions across its value chain by 2030. The company is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 28.1 billion (EUR 3.8 billion) in 2023.

For more information, please contact:

Johan Melchior VP, Media Relations & Public Affairs +45 4060 1415 jome@pandora.net

Lejla Charif Manager, Media Relations & Public Affairs +45 3165 6403 lecha@pandora.net