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.

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.