Pandora, which started selling lab-grown diamonds in 2021, has begun offering a small assortment of engagement rings online, featuring both man-made gems and cubic zirconias.
Its “engagement ring” page is reachable by Google, but does not appear to be linked to on the company’s home page or its lab-grown diamond page. Pandora has traditionally stayed away from the engagement and bridal space, which CEO Alexander Lacik called “crowded” in 2022.
Spokesperson Johan Melchior tells JCK: “We have not changed our strategy. We are not targeting the bridal market specifically, but we know that some of our clients buy our jewelry for this purpose. They also search online or in store for related terms and products, so occasionally we use such language to help guide them.”
Analyst Paul Zimnisky says he wouldn’t be surprised if Pandora became more interested in selling engagement rings.
“Just about every retailer that offers lab-grown diamonds sells them as bridal these days,” he says. “We are at a point where the term ‘engagement ring’ is being used looser than ever.”
Photo courtesy of Pandora
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