Andrea Felsted, Columnist

Millennials Say Lab Diamonds Shine Just Like the Real Thing

Pandora is trying to democratize diamonds. Luxury jewelers from Tiffany to Cartier should pay attention.

May 7, 2021 at 5:00 AM UTC

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

Must it be real?
Photographer: Peter Macdiarmid/Getty Images Europe

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Diamonds are (still) forever.

Pandora AS, which makes more pieces of jewelry than any other company in the world, said this week that it would no longer use mined diamonds and instead turn to lab-grown stones. Known for affordable charms beloved by young shoppers from China to the U.S., Pandora is the ideal candidate to spearhead this type of sparkler.