Pandora, the world’s largest jewellery brand by volume, has announced a significant shift towards sustainability by ceasing the use of mined gold and silver in its products, achieving this milestone a year ahead of its 2025 target. Initially set in 2020, Pandora aimed for 100% use of recycled precious metals in its jewellery, with 71% already sourced from recycled materials at that time.
This transition to exclusively using recycled gold and silver underscores the brand’s commitment to minimizing its environmental impact. Recycling these metals not only demands less energy but also substantially reduces greenhouse gas emissions compared to traditional mining processes. Pandora’s move is projected to prevent roughly 58,000 tonnes of CO2 emissions annually.
The company, which sold over 103 million pieces of jewellery in 2022, relies on around 340 tonnes of silver and 1 tonne of gold yearly. With its primary operations in Thailand and an upcoming factory in Vietnam, Pandora’s initiative places it at the forefront of the jewellery industry’s environmental sustainability efforts. Competitors like Monica Vinader and Missoma have also taken similar steps by marketing their products as crafted from 100% recycled materials.
CEO Alexander Lacik emphasized the perpetual recyclability of precious metals without quality degradation, highlighting the potential for recycling to significantly lessen the jewellery industry’s climate footprint. Pandora has aligned its practices with the Responsible Jewellery Council Chain of Custody standards, ensuring its materials are certified as ‘recycled’.
The company plans to transition fully to jewellery made with recycled silver and gold by the second half of 2024, pending the utilization of its remaining mined metal inventory. Last year, 97% of the silver and gold used in Pandora’s jewellery was sourced from recycled inputs.
To bolster transparency and maintain the integrity of its commitment, Pandora has implemented new processes and equipment for the strict segregation of mined and recycled metals throughout its supply chain. This effort reflects the brand’s broader strategy to enhance the sustainability of its operations and lead by example in the global jewellery market. 
