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Just about everyone in the jewelry trade as opposed to just about everyone in the consumer media agrees that Pandora’s decision to stop carrying natural diamonds and launch a lab-grown line was no big deal.
After all, in 2018, only 0.04% of the gemstones of any kind Pandora used were natural. Last year, it sold 55,000 pieces with natural diamonds, out of 85 million jewelry items total. I can think of a dozen jewelers that could cause an earthquake if they decided to no longer sell natural diamonds. Pandora isn’t one of them.
So why did its announcement make headlines across the world?  Most likely, it was because of how the company framed the decision. “[M]ined diamonds will no longer be used in Pandora’s products,” its statement said without mentioning it didn’t use many in the first place. ....

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