Whether we like it or not, TikTok is the master of all trends, both good and bad. The app formerly known as Musical.ly has, in the last five or so years, become a universal litmus test for what is popular—particularly among Gen Z.
It’s therefore been rather surprising to those who were teenagers in the early 2000s and 2010s that Pandora is witnessing an enviable brand revival. That’s not to say the Copenhagen-born jeweller has ever truly gone out of style, per se, for it’s difficult not to find a willing audience for sterling silver charm bracelets. After all, teenage girls exist in perpetuity.
Yet the pivot Pandora has taken while maintaining their signature, charmed offering is nothing short of remarkable and likely hinges on the production of glistening lab-grown diamonds which began in the US and Canada in 2021. According to Pandora , these lab-created diamonds are identical to mined diamonds; they have the same optical, chemical, thermal and physical characteristics and are graded by the same standards known as the 4Cs (cut, colour, clarity and carat). They’re also crafted using 100 per cent renewable energy and have a carbon footprint of just five per cent of that of a mined diamond.
The resulting, contemporary jewels made with recycled gold and silver details have been spotted on the likes of Pamela Anderson, Halle Bailey, Ashley Park and more at both Red Carpet events and casual outings. In witnessing Pandora’s revival, many younger fashion and jewellery e.
