Pandora Launches Lab Growns in Denmark
June 18, 24
(IDEX Online) - Pandora has launched its lab grown collections in Denmark, its home country, for the first time, and opened its largest ever store, in Copenhagen.
The jeweler which two thirds of its revenue from charm bracelets, is re-positioning itself as a full jewelry brand, and is investing heavily in new production facilities.
Pandora is already selling its lab grown collections in the Americas, Australia and UK. Denmark is the first EU country where they are available.
Alexander Lacik, CEO and president of Pandora announced the Danish launch, saying "Our lab-grown diamonds represent the future of luxury."
Customers will be able to choose from Pandora's Talisman, Infinite, Nova, and Era collections of rings, necklaces, and earrings.
Pandora has also opened a new flagship store, its largest to date, covering 500m2 across two floors on Copenhagen's main pedestrian street.
The company, which describes itself as "the world's largest jewellery brand" made headlines in 2021 when it ditched natural stones in favour of lab growns (even though only a tiny minority of its pieces included diamonds).