In a bold step towards sustainability, Pandora has announced its plan to fully transition to use 100% recycled gold and silver in its renowned bracelets, necklaces, and other jewellery items by the middle of 2024 – a milestone set to be achieved a year earlier than initially projected. The Danish jewellery company, a global leader in the industry, had previously set a target to achieve this ambitious goal by 2025.

Last year, Pandora made significant strides, with 97% of its supply already sourced from recycled materials. This commitment is estimated to result in an annual reduction of 58,000 metric tons of carbon dioxide emissions – an environmental impact equivalent to taking 6,000 cars off the road.

Pandora's CEO, Alexander Lacik, highlighted the brand's dedication to modernising the jewellery industry. "Jewellery is an old industry with conservative practices, but that does not mean it has to stay that way," Lacik stated. He emphasized the importance of aligning with the values of younger consumers, who increasingly seek ethically driven brands.

The shift to recycled metals is not Pandora's only sustainable initiative. The company exclusively offers lab-grown diamonds produced using renewable energy sources. With 340 tons of silver and just one ton of gold used annually, Pandora's commitment to recycled materials extends to challenging realms. 

While gold has seen a more straightforward transition to recycling, silver poses unique challenges due to limited recycling infrastructure. Neil Meader, director of silver and gold at Metals Focus, noted that only a fraction of the global silver supply is recycled annually, making Pandora's commitment even more groundbreaking.

To overcome these challenges, Pandora has collaborated with key suppliers such as MKS PAMP, a Swiss metals refiner. The company is working on developing bespoke supply lines for recycled silver. Xavier Miserez, Head of Sales at MKS PAMP, acknowledged the difficulties in separating raw materials but praised Pandora's efforts as pioneering.

Miserez asserted that Pandora's commitment to sustainability is setting new standards for the industry, lifting the perception of gold and silver from mere commodities to distinctive products. "Pandora is a pioneer in making a full commitment on such a huge volume," he concluded.

As the largest seller of jewellery worldwide by volume, Pandora's accelerated move towards sustainability is not only a strategic business decision but also a significant step in reshaping the jewellery industry's environmental impact.

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