Pandora backs green approach for jewellery

An independent environmental study carried out for Danish jewellery company Pandora has shown that the impact on nature can be reduced to less than 5% when using recycled gold and silver rather than the mined alternative.


Pandora is emphasising its green credentials


And it said that for cubic zirconia or man-made stones, the environmental benefits are even bigger when compared to mined diamonds.

The jewellery sector has been a major focus of media attention in recent years, from conflict diamonds to its impact on the environment. And in a world where consumers are increasingly ethically-focused, a green/ethical message is a powerful marketing tool.

The study comes as the company focuses heavily on its green credentials. This month it will open its new crafting facility in Lamphun, Northern Thailand, calling it “one of the most modern and environmentally up-to-date jewellery crafting facilities in the world.”

It said the facility has earned a LEED (Leadership in Energy and Environmental Design) certificate having used low-impact, often recycled, building materials and having recycled a large part of the construction waste. Operationally, it is designed to cut water and energy consumption to a minimum.

The company also has a new HQ in Copenhagen that is powered by windmills and on-site solar panels, It is also LEED-certified, as is another crafting facility due for completion in 2018 in its site at Gemopolis, Bangkok.

The company, which has used man-made stones and recycled precious metals for many years, said of the new environmental study that it is “the first time that comprehensive research has put [an environmental] price tag on the difference between mined and recycled gold and silver as well as mined stones versus man-made stones.”

The study was undertaken by sustainability consultancy Trucost and sought to quantify and value the effects of using different materials.

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