Pandora launches new collection, and says going forward mined diamonds will no longer be used in its goods

Pandora, the jewellery retailer which is known for its charm bracelets, has said it will no longer be using mined diamonds.

The Copenhagen headquartered chain, whose products are sold in more than 100 countries, gave the update as it launched ‘Pandora Brilliance’, its first lab-created diamond collection.

Alexander Lacik, chief executive of the group which has 216 stores in the UK, said the new goods 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”.

The company added that the new collection includes rings, bangles, necklaces and earrings.

It said that going forward, mined diamonds will no longer be used in Pandora’s products. The pieces start from £250.

Pandora also today revealed first quarter online growth soared 136%, partly offsetting disruption from store closures,

Lacik said: “We have had a good start to 2021, not least considering that many of our stores have been closed. Performance in the US and online continues to be strong, and we keep investing in building brand desirability, digital capabilities and operational excellence.”