Pandora is continuing its global expansion of lab grown diamond jewellery, bringing its synthetic diamond collections to Spain and Italy alongside the opening of new flagship stores in Barcelona and Milan.
The Danish jewellery brand says the move represents another step in its ambition to make diamond jewellery more accessible to a broader audience, offering consumers an alternative entry point into the diamond market.
Pandora opened its new Barcelona flagship store on June 12, located on the prestigious Passeig de Gracia shopping avenue near Gaudí’s famous Casa Batlló. Covering 175 square metres, the store will be the only Pandora location in Spain offering its lab grown diamond collection.
The Milan flagship opened on June 26 and is positioned at the corner of Corso Vittorio Emanuele II and Piazza San Babila. The 250 square metre, two level store will showcase Pandora’s lab grown diamond jewellery, with the collection also available through 40 additional stores across Italy and online.
Pandora first entered the lab grown diamond sector in 2021, initially testing the concept in the UK before expanding into North America. In 2024, the company extended its lab grown diamond offering across Europe. The latest expansion means Pandora’s synthetic diamond collections are now available in markets including the United States, United Kingdom, Canada, Australia, New Zealand, Denmark, Spain and Italy.
The growth of lab grown diamonds continues to reshape the global jewellery landscape, with brands highlighting affordability, accessibility and sustainability as key consumer drivers.
Recently, Pandora released a report stating that its lab grown diamonds have a carbon footprint significantly lower than natural diamonds and introduced the idea of adding a “fifth C” to the traditional diamond grading factors of cut, carat, colour and clarity, referring to carbon footprint.
The claim has generated discussion within the diamond industry, with the Natural Diamond Council questioning the methodology and comparisons used to support Pandora’s figures. The debate highlights the ongoing conversation around sustainability, environmental impact and the future positioning of both natural and lab grown diamonds within the jewellery market.
As consumer demand evolves, the expansion of lab grown diamonds by major jewellery brands continues to increase competition and create new discussions around value, rarity and the long term role of diamonds in the luxury sector.
Source: DCLA
