When the world's largest jewellery brand by volume commits to a category, the rest of the industry takes notice. On 31 August 2023, Pandora launched its lab-grown diamond collections across the United States, Canada, the United Kingdom and Australia, with launches in Mexico and Brazil following later in the year.

Why this matters

Pandora is a household name on high streets and in shopping centres from Sydney to Toronto. Seeing laboratory-grown diamonds in its stores tells shoppers something important: these are mainstream, trusted products, not a niche experiment.

For many buyers, especially younger ones, a Pandora display is the first time they see diamond jewellery at a price that feels within reach. That familiarity makes it easier for every jeweller, large or small, to talk about laboratory-grown diamonds with confidence.

What it means for buyers

  • More choice at accessible prices. Big brands entering the market increases competition and design variety.
  • Clearer information. Major retailers label and certify their stones carefully, which raises expectations across the market.
  • Normalisation. Choosing a laboratory-grown diamond for a birthday, anniversary or engagement is now an everyday decision.

What it means for independent jewellers

Independent jewellers in the UK, Canada and Australia can compete by offering what a global chain cannot: bespoke designs, personal advice and larger certified stones. Working directly with a manufacturer lets them build their own collections with the exact shapes, sizes and quality grades their customers want. We share how that works in why jewellery brands add lab-grown collections.

Our view from Surat

Every major retail launch increases demand for well-cut, consistently graded laboratory-grown diamonds, and India's cutting centres, above all Surat, supply most of the world's polished lab-grown stones. It is an exciting time to be part of this industry.

If you are a jeweller looking for loose stones or melee for your own range, see our price list or contact us.

Source: Pandora Group press release