Pandora, Signet, Titan: Why the Big Jewellery Brands Went Lab-Grown
The world's biggest jewellery brands have all moved into lab-grown diamonds, each in its own way. What their numbers show, and what it means for you as a buyer.
Not long ago, lab-grown diamonds were sold mainly by online specialists. Today the biggest names in jewellery sell them: the world's largest jewellery brand by pieces sold, America's largest diamond jeweller and India's best-known jewellery group. Each took a different route, and their results say a lot about where the market is going.
Pandora: all-in, then a steadier pace
Pandora decided in 2021 that the only diamonds it would sell would be lab-grown. The business grew fast: in 2024 its lab-grown collection grew 43% like-for-like to about DKK 315 million. It also learned that some markets need time; it withdrew its target of DKK 1 billion of lab-grown sales by 2026, saying the global rollout would be slower than planned. Growth continued at a calmer 15% like-for-like in 2025, and in June 2026 Pandora brought its lab-grown collections to Spain, at its new Barcelona flagship, and Italy, online, at its Milan flagship and in 40 stores. Lab-grown is still a small slice of Pandora's total sales, but a strategic one: it turns a charm brand into a diamond brand.
Signet: lab-grown moves from bridal into everyday
For years lab-grown diamonds led in engagement rings. Signet, the owner of Kay, Zales and Jared, shows the next step. In its third quarter to late 2025 it reported lab-grown diamonds at about 15% of fashion jewellery sales, nearly double a year earlier, with same-store sales up 3%. Studs, pendants, bracelets and everyday rings are bought far more often than engagement rings, so this is the larger market.
Titan: India's household name launches beYon
Titan Company, the Tata group business behind Tanishq, long built its diamond business on natural stones. In December 2025 it launched beYon, a separate lab-grown diamond jewellery brand aimed at contemporary everyday designs, opening its first store in Mumbai on 29 December, with more planned in Mumbai and Delhi. For Indian shoppers, a name like Titan brings confidence to a category some were unsure about.
The established chains
Long-established high-street jewellers have followed. Michael Hill sells lab-grown engagement rings in Australia, New Zealand and Canada, and in Germany the CHRIST chain offers lab-grown diamonds, clearly labelled, alongside natural ones. When the jeweller on the high street stocks both, customers can compare them side by side and choose.
What it means if you are buying
Confidence
Lab-grown is no longer niche. Big brands grade, guarantee and insure it like any fine jewellery.
Price pressure
Brand collections set reference prices; compare the same carat, colour and clarity across sellers.
Room for makers
Mass collections stop at certain sizes and designs. Larger certified stones and bespoke work are where independents and manufacturers stand out.
Whoever you buy from, the same checks apply: the origin in writing, an independent report for any centre stone, and clear policies on returns and resizing. Our questions to ask a seller list them all.
Lab-grown diamond studs from our workshop
Where Zarna Jewels fits
We are not a global brand; we are a manufacturer. Our family business, Sheladiya Diamond, has worked with diamonds in Surat since 1983 and now cuts, polishes and sets its own CVD diamonds. That lets us offer larger certified stones and made-to-order designs at manufacturer prices, and supply jewellers and brands who want their own lab-grown collections through Zarna B2B.
Does Pandora use lab-grown diamonds?
Yes. Since 2021 Pandora has used only lab-grown diamonds in its diamond jewellery.
Does Kay or Zales sell lab-grown diamonds?
Yes. Signet's banners, including Kay, Zales and Jared, sell lab-grown diamond jewellery in both bridal and fashion.
What is Titan's lab-grown diamond brand?
beYon, launched in December 2025 with a first store in Mumbai.
