“Our Lab-Grown Diamonds (LGDs) 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

Four Pandora Lab-Grown Diamonds collections will be available in Denmark: Pandora Talisman, Pandora Infinite, Pandora Nova, and Pandora Era. These collections offer elegant rings, necklaces, and earrings, each radiating with the quality of traditional diamonds.

The launch is accompanied by a campaign shot by renowned photographer Mario Sorrenti, featuring advocates of self-empowerment and individualism such as actress and model Pamela Anderson and former Vogue Creative Director-at-Large Grace Coddington.

Coinciding with the launch, Pandora also announces the opening of a new flagship store in Copenhagen in June 2024. The store is the company’s first flagship store globally and the largest Pandora store to date, covering 500m2 across two floors on Copenhagen’s main pedestrian street, Strøget.