Pandora Expands Lab-Grown Diamond Line, Changes Its Name

The company is now calling the range “Pandora Lab-Grown Diamonds” instead of “Diamonds by Pandora.”

Michelle Graff michelle.graff@nationaljeweler.com

Pandora plans to release three new collections of lab-grown diamond jewelry later this month. Pictured is a ring from the new assortment.

Copenhagen, Denmark—Pandora has a new name for its range of lab-grown diamond jewelry, which it is expanding and taking to additional markets this fall.

The company announced the changes Tuesday, alongside its second-quarter results.

After starting with what it described as a narrow range of 36 different designs, Pandora is expanding with 57 new styles across three new collections.

“Pandora Nova” features round brilliant and princess-cut lab-grown diamonds in a “proprietary” four-prong setting, while “Pandora Era” was created as a reinterpretation of timeless, classic styles.

“Pandora Talisman” is a pendant collection the company describes as an “elevated take” on its charms.

All collections feature excellent cut, near colorless, VS+ clarity lab-grown diamonds set in 14-karat white gold, 14-karat yellow gold, or sterling silver. The diamonds are between 0.15 and 1 carat in size.

Prices start at $290.

Pandora lab-grown diamond earrings — A pair of lab-grown diamond earrings from Pandora’s new collections

Pandora previously marketed its lab-grown diamond range as “Diamonds by Pandora” but noted Tuesday it is now calling it “Pandora Lab-Grown Diamonds.”

The new name is seemingly more in line with Federal Trade Commission guidelines regarding the advertising of lab-grown diamonds.

The guidelines require companies to clearly and conspicuously disclose what they are selling is a lab-grown diamond by using either laboratory-grown, laboratory-created or [manufacturer name]-created near the word “diamond.”

Pandora did not respond to request for comment on the change by press time.

Related stories will be right here …

In addition to expanding its selection, Pandora is rolling out its lab-grown diamond jewelry to three more countries, Australia, Mexico and Brazil.

Pandora tested the product formerly known as Diamonds by Pandora in the United Kingdom before launching it in the United States and Canada in August 2022.

Plans are to reveal the three new collections on Aug. 29, roughly at the start of New York Fashion Week via a consumer-facing campaign featuring a “cast of cultural icons,” the company said.

Pandora Lab-Grown Diamonds will be sold in more than 700 stores and online in the U.S., Canada, U.K., and Australia beginning Aug. 31.

In Mexico and Brazil, select collections will launch in October with a full roll-out in the markets slated for the first quarter of 2024.

   
  
 


 
 View this post on Instagram

 
 
 
 

 
 

 
 
 

  
 
A post shared by Ashley Park (@ashleyparklady)

The lab-grown diamond news follows last week’s announcement that Pandora has signed a new global brand ambassador, Ashley Park.

The 32-year-old actress is best known for playing Emily’s friend Mindy in the Netflix series “Emily in Paris” and for her portrayal of Gretchen Weiners in the Broadway production of “Mean Girls.”

Park also has a recurring role as Naomi on Netflix’s “Beef,” joined the season three cast of Hulu’s “Only Murders in the Building” and is one of the stars of “Joy Ride,” the R-rated comedy from Malaysian director Adele Lim that came out this summer.

She has been nominated for Tony, Grammy and Critics Choice awards.

“I remember the first Pandora bracelet I received and cherished from one of my early birthdays. And today, as a storyteller and artist, I am especially drawn to Pandora’s unique commitment to creativity and making each moment and story special with their endless personal styling options,” Park said.

“I’m grateful to have the ability to be part of a brand that has a wide breadth of pieces from timeless lab-grown diamonds to meaningful charms, and to be able to bring my own personal take on jewelry and self-expression to Pandora, both for special occasions and every day.”