Danish jewellery brand Pandora is further intensifying its lab-grown diamond (LGD) strategy with the North American launch of its LGD business later this month. 

This follows the company’s announcement in 2021 that it will stop using mined diamonds.

Pandora is introducing Diamonds by Pandora in North America after a UK test launch in 2021. The company is also offering a 33-piece LGD jewellery collection, Brilliance, consisting of rings, bangles, necklaces and earrings, each featuring a solitary lab-made diamond in 100 per cent recycled gold and silver. Prices start at US$300 with stones ranging from 0.15 carat to one carat. 

“The future of luxury is here today. Lab-created diamonds are just as beautiful as mined diamonds, but available to more people and with lower carbon emissions,” said Pandora CEO Alexander Lacik. 

The new collection is a significant breakthrough for Pandora as the company has committed to craft all its jewellery from recycled silver and gold by 2025.

Brilliance is the first collection under the new Diamonds by Pandora category. These will be available for consumers from August 25 across 269 Pandora stores in US and Canada as well as online.