diamonds.
with a campaign headed by model Ashley Graham and
actress Rosario Dawson.
As the world's largest jewellery company, Pandora sells more than 85 million pieces of jewellery per year, so a move away from mined diamonds marks a major change for the industry as a whole.
In a statement about the launch, Pandora's chief executive Alexander Lacik said that lab-created
diamonds have the same "optical, chemical, thermal and physical characteristics" as traditionally mined stones. He
said that synthetic diamonds are "as much a symbol of innovation and progress as they are of enduring beauty and stand as a testament to our ongoing and ambitious sustainability agenda."