FinancialsMay 06, 2026
Pandora to Add Carbon Footprint Info to Lab-Grown DiamondsLab-GrownMay 08, 2026
NDC Publicly Criticizes Pandora Over ‘Misleading’ Natural Diamond Claims
NDC said in an open letter that Pandora’s statements about the carbon footprint of lab grown versus natural diamonds are inaccurate.
A lab-grown diamond necklace by Pandora. The Natural Diamond Council has taken issue with Pandora’s recent claims about the carbon footprint of lab-grown diamonds versus natural.
London—The Natural Diamond Council published a letter Thursday addressed to Pandora CEO Berta de Pablos-Barbier regarding the company’s recent statements about natural and lab-grown diamonds.
Coinciding with its Q1 results released Wednesday, Pandora announced that it will add carbon footprint labeling to its lab-grown diamonds.
The move will allow consumers to compare the climate impact of lab-grown and natural diamonds, which, the company hopes, will give its lagging lab-grown diamond sales a boost by reshaping “how the environmentally conscious consumers will be choosing within the category.”
Pandora’s lab-grown diamonds sales—which represent about 1 percent of total sales—were down 15 percent year-over-year in the first quarter.
On the company’s earnings call Wednesday, Pablos-Barbier said Pandora’s lab-grown diamonds have a carbon emission “90 percent lower” than a mined diamond of the same size.
In its letter, NDC said Pandora’s latest campaign is “another disappointing PR stunt that unfairly attacks the natural diamond industry to promote synthetic diamonds.”
Pandora ruffled feathers in the industry in 2021 when it said it was switching from natural to lab-grown diamonds because of its focus on “sustainability,” partly because it sold so few natural diamonds to begin with.
“This misleading narrative has real consequences for the tens of millions of people worldwide who depend on the natural diamond industry for jobs, income, and social development,” NDC said.
Pandora did not respond to a request for comment on NDC’s letter by press time.
Related stories will be right here …
Coinciding with its Q1 results released Wednesday, Pandora announced that it will add carbon footprint labeling to its lab-grown diamonds.
The move will allow consumers to compare the climate impact of lab-grown and natural diamonds, which, the company hopes, will give its lagging lab-grown diamond sales a boost by reshaping “how the environmentally conscious consumers will be choosing within the category.”
Pandora’s lab-grown diamonds sales—which represent about 1 percent of total sales—were down 15 percent year-over-year in the first quarter.
On the company’s earnings call Wednesday, Pablos-Barbier said Pandora’s lab-grown diamonds have a carbon emission “90 percent lower” than a mined diamond of the same size.
In its letter, NDC said Pandora’s latest campaign is “another disappointing PR stunt that unfairly attacks the natural diamond industry to promote synthetic diamonds.”
Pandora ruffled feathers in the industry in 2021 when it said it was switching from natural to lab-grown diamonds because of its focus on “sustainability,” partly because it sold so few natural diamonds to begin with.
“This misleading narrative has real consequences for the tens of millions of people worldwide who depend on the natural diamond industry for jobs, income, and social development,” NDC said.
Pandora did not respond to a request for comment on NDC’s letter by press time.
Ahead of its announcement that it would begin listing an emissions figure for each lab-grown diamond, Pandora commissioned a third-party study, but it based the 90 percent comparison on a study commissioned by NDC’s predecessor, the Diamond Producers Association, and published in 2019.
Interestingly, the study Pandora uses to back up its 90 percent comparison was criticized by a lab-grown diamond company, the Diamond Foundry, a few years after it was published, with watchdog organization the National Advertising Division ultimately asking NDC to walk back some of its claims in 2021.
“Unfortunately, this rhetoric has become familiar from Pandora,” NDC stated in its letter.
“In this case, the company compares the current carbon footprint of one of its products against outdated data in some cases dating back to 2013, attributed broadly to the entire natural diamond industry. Such comparisons are inaccurate and inconsistent with credible sustainability and responsible marketing standards.”
The organization also took issue with Pandora failing to distinguish between what it called two “fundamentally different” product categories, one that can be manufactured in unlimited quantities and one that is a finite product of nature.
“Comparing the two solely on value, meaning, or impact misleads consumers and fuels misinformation,” NDC said.
“If Pandora is serious about advancing sustainability and supporting the wider jewelry sector, the Natural Diamond Council encourages the company to re-engage constructively in industry forums where both the natural and synthetic diamond sectors are working to strengthen environmental stewardship and social responsibility.”
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
IndependentsSep 16, 2026
Bromberg & Co. Names New PresidentMarlin “Brian” Hood, who has been with the store for 20 years, will succeed Ricky Bromberg, who died earlier this month.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
IndependentsSep 15, 2026
Armadani Launches Retail Support Program for Holiday SeasonThe program highlights “Made in Italy” fine jewelry with digital merchandising, sales education, and local marketing support.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
