Pandora, the world’s biggest jewelry maker, announced Tuesday it would stop using mined diamonds in its jewelry.
The company said in its statement it partly came from consumer demand. Pandora Group, which is based in Copenhagen, Denmark, said it is launching its first collection of diamonds exclusively manufactured in laboratories.
The move, according to the company, is to make its jewelry more affordable, sustainable, and accessible to the general public.
“Pandora continues its quest to make incredible jewelry available for more people, and today I’m proud to announce the introduction of Pandora Brilliance. It’s a new collection of beautifully designed jewelry featuring lab-created diamonds,” Pandora CEO Alexander Lacik said in a statement.
“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,” he