Pandora Drops Mined Diamonds

Pandora produces more jewelry than any other company in the world. The company announced on Tuesday a major change that It won’t use any more mined diamonds in its products.The world largest jewellery producer said instead shifting toward the use of diamonds created in labs, which it emphasized have the same optical, chemical, thermal and physical characteristics. The collection, called Pandora Brilliance which is rolling out in the United Kingdom and expected to launch globally next year.

Alexander Lacik, CEO of Pandora said that 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 it is for everyone

The new collection includes necklaces, earrings and rings. Prices start at about $350 and can be collected and layered together which is a nod to its previous collection that it’s known for. Pandora new collection is also more environmentally friendly because they’re made with more than 60% renewable energy on average. It expects that the new diamonds will be made with 100% renewable energy when the collection launches globally.

Pandora announced last June that it will only use recycled gold and silver in its products by 2025.Last year, Tiffany & Co announced a tracing initiative that allows customers to find out the exact country where stones are cut, polished and set. But the latest move from Pandora marks a bigger shift. The company targets mainstream buyers, which means diamond sales accounted for just 50,000 pieces of jewelry sold last year out of a total of 85 million. Yet it’s still a significant move from a major player.