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Natural diamond groups react to Pandora's move



In a joint statement, jewellery industry organisations including the International Diamond Manufacturers Association (IDMA), the Natural Diamond Council (NDC), Responsible Jewellery Council (RJC), the World Diamond Council (WDC) and the World Jewellery Confederation (CIBJO), have responded to Pandora’s recent claim on lab-grown diamonds are environmentally preferable to mined diamonds.  


In the letter, the group pointed out that “the misleading narrative created by the Pandora announcement implying the natural-diamond industry is…less ethical and the impetus behind Pandora’s move to lab-grown diamonds, particularly given the inconsequential [quantity] of diamonds Pandora features in its collections, can have unintended but substantial consequences on communities in developing nations.”


The group acknowledges Pandora’s decision to sell lab-grown diamonds as a positive expansion of the jewellery industry but warns that potentially false and misleading assertions can diminish consumer confidence across all categories and create confusion which is detrimental to the industry as a whole.


Last week, Pandora debuted its lab-grown diamond line to "transform the market for diamond jewellery with affordable, sustainably created products". The jeweller has not commented on the letter yet.  

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