These new offerings are aimed at catering to a broader range of customers, in what the Danish jewellery manufacturer and retailer calls its ‘mission to Democratise Diamonds’.
Unveiling the new collections
The recently introduced collections include Pandora Nova, which showcases round brilliant and princess cut stones. Notably, Pandora Nova introduces an exclusive four-prong setting that enhances the diamond’s visibility.
The Pandora Era collection reimagines timeless, classic designs while Pandora Talisman offers five pendant designs that provide an elevated version of the beloved charm jewellery.
All collections feature high-quality lab-grown diamonds with excellent cut, near colourless and VS+ clarity. These diamonds are available in various carat weights and set in either 14-carat white gold, 14-carat yellow gold, or sterling silver.
Expansion and global availability
Pandora’s commitment to democratising diamonds extends to its geographical reach. Following their successful launch in the UK, US and Canada, Pandora Lab-Grown Diamonds will now be introduced to Australia, Mexico and Brazil.
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This expansion aligns with Pandora’s mission to provide high-quality, affordably priced jewellery with exceptional craftsmanship.
The company’s CEO, Alexander Lacik, expresses the ambition to reach a wider audience around the world and further establish its presence in the market.
Cultural icons and campaign
Pandora plans to introduce the new collections to the public through an upcoming campaign featuring a lineup of cultural icons. The campaign’s unveiling is scheduled for 29 August.
According to Pandora’s Chief Marketing Officer, Mary Carmen Gasco-Buisson, these collections and the associated campaign emphasise the brand’s distinctive perspective on diamonds.
The aim is to position diamond jewellery not just for special occasions but as an everyday adornment that adds a touch of joyful sparkle to any setting.
Environmental considerations and sustainability
Lab-grown diamonds are identical to mined diamonds in terms of characteristics and grading standards. Pandora’s commitment to environmental sustainability is evident in its practices.
Since August 2022, the company’s Lab-Grown Diamonds collections have been produced using 100% renewable energy, significantly reducing their carbon footprint compared to traditionally mined diamonds.
Pieces crafted since the same time period are set in 100% recycled silver and gold, aligning with Pandora’s goal of using exclusively recycled materials for crafting by 2025.
Global availability and pricing
The new collections will be introduced on 29 August and will be available in more than 700 stores across the US, Canada, the UK and Australia starting from 31 August.
Selected collections are set to launch in Mexico and Brazil by the end of October 2023, with a comprehensive market rollout anticipated in the first quarter of 2024. Prices for these collections begin at $290.
The Pandora Lab-Grown Diamonds range was formerly known as Diamonds by Pandora.