They say diamonds are forever, but not for Pandora.

The world’s biggest jeweller Pandora will no longer sell mined diamonds, citing increasing demand for ethical and sustainable products.

Increasing demand for sustainable and ethically sourced diamonds

Pandora will switch to laboratory-made diamonds amid growing environmental and ethical concerns.

“It’s the right thing to do,” Pandora’s chief executive Alexander Lacik told the BBC.

“We want to become a low-carbon business… I’m leaving this earth one day, I hope I can leave it in a better shape.”

Pandora chief executive Alexander Lacik

Pandora also committed to pull back from using newly mined gold and silver by 2025. This is also the same year they expect to achieve carbon neutrality and switch to recycled metals.

The company recently updated their responsible sourcing policy, which includes their commitment to have a zero tolerance policy on:

• Forced labour including child labour
• Using falsified records to dodge audits
• Corruption and bribery
• Environmental threats
• Threats to worker’s health

Man-made diamonds take a fraction of the cost and time to produce, says Pandora

Pandora says its lab-created diamonds have the same chemical and physical characteristics as mined diamonds.

The lab-grown diamonds will still be graded by cut, color, clarity and carat.

The diamonds only take weeks to produce, as opposed to natural diamonds which take centuries.

Stephen Morisseau is a spokesman for the Gemological Institute of America, a nonprofit that developed the international diamond-grading system.

“Natural and laboratory-grown diamonds are both diamonds. While they are not identical, they have essentially the same physical, optical chemical properties.”

Stephen Morisseau, Gemological Institute of America

Pandora’s plans for global growth

This follows Pandora’s push for global growth and an increasing desire to cater to young buyers.

Young buyers are more likely to factor in environmental and human rights concerns when choosing products, including diamonds.

Pandora says they also plan to branch out into watches and bags. They’ve reported a strong first-quarter operating profit, thanks to online sales.