Key points
- Pandora has expanded its presence in Europe’s fine jewellery market with the introduction of its lab-grown diamond collections in Spain and Italy, a move that coincides with the opening of two new flagship stores in Barcelona and Milan.
- Positioned as an affordable alternative to mined diamonds without compromising quality or appearance, this Gems and Jewelry News report finds that the company is further building on a strategy first introduced in 2021, when it launched its inaugural lab-grown diamond collection before gradually expanding into several key international markets.
- The debut of Pandora’s lab-grown diamond jewellery in Spain and Italy has been carefully timed to coincide with the opening of two flagship retail locations designed to showcase the company’s evolving brand identity.
Gems and Jewelry News: Pandora has expanded its presence in Europe’s fine jewellery market with the introduction of its lab-grown diamond collections in Spain and Italy, a move that coincides with the opening of two new flagship stores in Barcelona and Milan. The Danish jewellery giant says the expansion is another important milestone in its strategy to make diamond jewellery more accessible to a wider range of consumers while continuing to strengthen its international retail network.
Image Credit: Pandora (Pandora’s new Barcelona flagship store)
The latest rollout reflects Pandora’s growing investment in both innovation and sustainability as demand for lab-grown diamonds continues to increase across global markets. Positioned as an affordable alternative to mined diamonds without compromising quality or appearance, this Gems and Jewelry News report finds that the company is further building on a strategy first introduced in 2021, when it launched its inaugural lab-grown diamond collection before gradually expanding into several key international markets.
Flagship Openings Mark Major European Expansion
The debut of Pandora’s lab-grown diamond jewellery in Spain and Italy has been carefully timed to coincide with the opening of two flagship retail locations designed to showcase the company’s evolving brand identity.
Barcelona’s new flagship store officially opened on June 12 along the city’s prestigious Passeig de Gràcia, one of Spain’s best-known luxury shopping avenues. Located next to Antoni Gaudí’s iconic Casa Batlló, the 175-square-metre boutique incorporates architectural elements inspired by the city’s rich artistic heritage. High ceilings, softly curved walls finished in clay plaster, terrazzo stone flooring and locally sourced pine wood details create a retail environment that celebrates Barcelona’s craftsmanship and design culture.
The Barcelona flagship is also unique within the Spanish market, as it is currently the only Pandora location in the country offering the company’s complete lab-grown diamond jewellery collection.
Just two weeks later, on June 26, Pandora opened its Milan flagship at the corner of Corso Vittorio Emanuele II and Piazza San Babila, placing the store in one of Italy’s busiest luxury shopping districts. Housed inside a landmark 1930s rationalist building, the two-level boutique spans approximately 250 square metres and features an impressive eight-metre-high façade. One of its standout features is a large heart charm sculpture displayed on the mezzanine level, paying tribute to one of Pandora’s earliest jewellery designs.
Together, the Barcelona and Milan locations become Pandora’s third and fourth flagship stores globally, following earlier openings in Copenhagen and Las Vegas.
Expanding Access to Diamond Jewellery
Pandora says the latest expansion supports its long-term ambition to democratise diamond jewellery by making it available to more consumers through accessible pricing and contemporary designs.
The company’s lab-grown diamond collections include the Pandora Infinite range, first introduced in 2021, along with the Pandora Era collection, both featuring designs intended for everyday wear while maintaining the craftsmanship associated with fine jewellery.
“Our lab-grown diamonds combine beauty, accessibility and responsibility, and we are excited to bring the collections to consumers in Spain and Italy. Diamonds were once reserved for the few, but thanks to innovation, many more people can now enjoy them,” said Pandora Chief Commercial Officer Massimo Basei.
Following the latest launch, Pandora’s lab-grown diamonds are now available in the United States, Canada, the United Kingdom, Australia, New Zealand, Denmark, Spain and Italy.
Sustainability Remains a Key Focus
Environmental responsibility continues to be central to Pandora’s business strategy.
The company stopped using mined diamonds in 2021 and now exclusively uses lab-grown diamonds created with 100 percent renewable electricity. Each stone is mounted in jewellery crafted from 100 percent recycled silver and gold, supporting Pandora’s broader sustainability commitments.
Earlier this year, Pandora also introduced what it calls a fifth “C” for its lab-grown diamonds — carbon footprint — alongside the traditional four Cs of cut, colour, clarity and carat that have long been used to assess diamond quality.
According to the company, a one-carat Pandora lab-grown diamond produces approximately 12.58 kilograms of carbon dioxide equivalent emissions, representing about a 90 percent lower carbon footprint than a mined diamond of the same size.
Carbon Claims Draw Industry Response
Pandora’s environmental claims have attracted attention throughout the jewellery sector.
Following the release of the company’s carbon footprint findings, the Natural Diamond Council questioned the methodology used to compare lab-grown and mined diamonds, raising concerns over the figures supporting Pandora’s calculations.
The differing views highlight the ongoing discussion within the global diamond industry as producers of both mined and lab-grown diamonds continue to emphasise sustainability, transparency and consumer choice.
Despite the debate, consumer interest in lab-grown diamonds has continued to grow as buyers increasingly seek jewellery that combines affordability, modern technology and environmental considerations.
Strengthening a Global Presence
Headquartered in Copenhagen, Denmark, Pandora remains the world’s largest jewellery brand specialising in accessible luxury jewellery. The company sells its products in more than 100 countries through approximately 7,000 points of sale, including more than 2,800 concept stores. Around 39,000 people are employed across its global operations, while the business has committed to reducing greenhouse gas emissions throughout its value chain by 50 percent by 2030.
Pandora’s latest expansion into Spain and Italy represents another important chapter in the company’s international growth strategy. By pairing the launch of its lab-grown diamond jewellery with two high-profile flagship stores, the company is reinforcing its commitment to innovation, accessibility and sustainability while responding to evolving consumer preferences. As the market for lab-grown diamonds continues to develop, Pandora appears well positioned to strengthen its presence in Europe and beyond through continued investment in both retail experiences and responsible jewellery production.
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