World’s top jewellery maker Pandora to use only lab-made diamonds
Only about 50,000 out of the 85 million pieces of jewellery Pandora sells currently include mined diamonds. (
Image courtesy of Pandora.)
Pandora, the world’s biggest jeweler, dealt a blow to diamond miners on Tuesday by announcing it would no longer sell mined gems, but exclusively man-made ones.
The Danish company, best known for its charm bracelets, already doesn’t include mined diamonds in most of its pieces. From the 85 million pieces it sells a year, only about 50,000 of them include precious stones.
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Photo: Daniel Suen, Getty Images
If you can bring yourself to wear a diamond that doesn’t represent a shaved-down bit of the planet’s finite supply, but is chemically identical to the original product and denies warlords funding then Pandora is your shop. The world’s largest jeweller (in sheer volume of product), known for charm bracelets, has announced that it will only sell lab-grown diamonds going forward and markets them as “affordable, sustainably created products.” They don’t
use the word “cheap,” but we all know what’s in it for us.
While “eco-friendly” claims about lab-grown diamonds are still shaky, the diamond mining industry’s justification for its continued existence sounds desperate. The National Diamond Council, an association of diamond mining companies, runs what looks like a trend blog, with a post informing us that
Natural diamond organisation warned over advertising Posted April 30, 2021 | By Arabella Roden ⢠Editor The National Advertising Division (NAD) – the US advertising industry’s self-regulation body – has issued a warning to the Natural Diamond Council (NDC) following a complaint from lab-created diamond company Diamond Foundry.
The warning pertained to advertising that compared natural mined diamonds with man-made diamonds – also known as lab-grown, lab-created, or synthetic diamonds – appearing on the NDC’s website and in marketing assets made available to retailers.
Diamond Foundry disputed the NDC’s claim that natural diamond production generates three times less carbon emissions than lab-created diamonds – a figure the NDC derived from a report commissioned by its predecessor organisation, the Diamond Producers Association, in 2019
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After the National Advertising Division (NAD) criticized some statements made by the Natural Diamond Council (NDC) three weeks after it warned Diamond Foundry to clarify its product descriptions, in response to an NDC complaint a friend texted me that he found the whole battle “nauseating and embarrassing.”
The never-ending hostilities between the lab-grown and natural diamond industries are, indeed, nauseating and embarrassing, and will ultimately hurt both businesses. But given that certain people seem fueled by an almost compulsive need to be negative, perhaps it’s valuable and clarifying to bring in neutral parties like the NAD or the Federal Trade Commission (FTC) to settle disputes.
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