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Inside Pandora’s Plan to Sell Lab-Created Diamonds to the Masses
The retailer aims to open the diamond market to the world’s middle class with man-made stones.
Pandora could do more for the mainstreaming of lab-created diamonds than any company on the planet.
The Copenhagen-based firm sells the most pieces of jewelry in the world, totaling about $3 billion in sales a year from more than 100 countries. Its breakthrough has been offering affordable luxury to the masses. But diamonds have been too pricey for its middle class customer base—just 50,000 of the roughly 85 million items it sold last year contained the precious stone.