Danish jeweler Pandora gives up on diamonds from mines
Danish jeweler Pandora announced on Tuesday that it will forego mined diamonds in order to market more ethical products, a year after opting to use only recycled gold and silver by 2025.
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Pandora, which specializes in entry-level jewelry of which it is one of the world's leading producers, will now only use laboratory diamonds, he said in a statement. These also have the advantage of being less expensive, while having all the characteristics of a natural diamond, underlines the jeweler.
"Diamonds are not only eternal, but they are for everyone," pleaded the boss of the group, Alexander Lacik. This choice "is proof of the ambitious program we are carrying out to be more sustainable", underlined the CEO. Pandora's first collection using lab-grown diamonds, shown on Tuesday, will first launch in the UK before launching globally next year.
Offer more guarantees on the respect of human rights
Founded in 1982 in Copenhagen, Pandora has grown into a multinational with more than 27,000 employees, about half of them in Thailand, where its jewelry is produced. The group sells 250,000 pieces a day, including bracelets.
If diamonds are only present on a small part of Pandora's sales, the choice is part of a trend of jewelers aiming to offer more guarantees to consumers on the respect of human rights or the environment.
Read alsoPandora will cut 1,200 jobs in Thailand
Lab-grown diamonds escape these criticisms, but do not only have virtues: their manufacturing process, which requires high temperatures, is energy-intensive. According to Pandora, its collection was produced with an average of 60% renewable energy, and this figure should reach 100% next year.
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