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The world’s largest jewelry brand is digging mined diamonds.



The Copenhagen-based company said it had switched to lab-made diamonds instead, emphasizing that there was “Optical, chemical, thermal and physical characteristics” are the same. The collection, titled Pandora Brilliance, is launching in the UK and is expected to launch globally next year.

“They are as many symbols of innovation and progress as enduring beauty and testament to our ongoing and ambitious sustainability agenda,” Pandora CEO Alexander Lacik said in a statement. “Diamonds are not just forever. But for everyone “

Lab-grown stones are billed as an ethical and traceable alternative to mined diamonds. Pandora says they are rated “4C”

; as well. Mined diamonds (Also known as the cut, color, clarity and karat) before selling.

Pandora Brilliance is a new collection of sustainable lab-crafted diamonds.

The new collection includes necklaces, earrings and rings. Prices start at about US $ 350 and can “Collected and put together in layers”, a sign of the previously known collection.

The new Pandora collection is also more eco-friendly as it is made with an average of over 60% renewable energy.The new diamonds are expected to be produced with 100% renewable energy when the collection is launched globally.

Lab-grown stone has attracted consumers looking to buy products from a sustainable supply chain.Pandora announced in June that it would only use recycled gold and silver in its products by 2025.

Last year, Tiffany & Co. (TIF)Announces a Tracking Initiative That Helps Customers Find The Exact Country Where Cutting, Polishing And Setting Stones … But the latest move from Pandora is an even bigger change.

The company targets key buyers, meaning diamond sales accounted for just 50,000 of the jewelry sold last year out of 85 million.Yet, it’s still a major move from a major player.

Pandora (Panda) It is trying to stay ahead of the curve, noting the massive growth in demand for laboratory stone.

“In the United States, and especially in China and India, younger consumers say sustainability is part of their decision-making process and may influence their purchase of diamond jewelry,” Bain & Company pointed out in a report published earlier. This year

– CNN Business’s Julia Horowitz contributed to this report.


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