Pandora Expands Lab-Grown Diamond Line, Changes Its Name
Pandora has a new name for its range of lab-grown diamond jewelry, which it is expanding and taking to additional markets this fall.
The company announced the changes Tuesday, alongside its second-quarter results.
After starting with what it described as a narrow range of 36 different designs, Pandora is expanding with 57 new styles across three new collections.
“Pandora Nova” features round brilliant and princess-cut lab-grown diamonds in a “proprietary” four-prong setting, while “Pandora Era” was created as a reinterpretation of timeless, classic styles.
“Pandora Talisman” is a pendant collection the company describes as an “elevated take” on its charms.
All collections feature excellent cut, near colorless, VS+ clarity lab-grown diamonds set in 14-karat white gold, 14-karat yellow gold, or sterling silver. The diamonds are between 0.15 and 1 carat in size. Prices start at $290.
Pandora lab-grown diamond earrings. A pair of lab-grown diamond earrings from Pandora’s new collections.
Pandora previously marketed its lab-grown diamond range as “Diamonds by Pandora” but noted Tuesday it is now calling it “Pandora Lab-Grown Diamonds.”
The new name is seemingly more in line with Federal Trade Commission guidelines regarding the advertising of lab-grown diamonds.
The guidelines require companies to clearly and conspicuously disclose what they are selling is a lab-grown diamond by using either laboratory-grown, laboratory-created or [manufacturer name]-created near the word “diamond.”
Pandora did not respond to request for comment on the change by press time.