Pandora opens first Italian flagship in Milan, debuts lab-grown diamonds

Pandora opened its first Italian flagship on Milan’s Corso Vittorio Emanuele II, at the corner of Piazza San Babila, turning a landmark 1930s rationalist building into a test case for how far the brand can stretch beyond charm bracelets. The two-level, 2,690-square-foot space has an 8-metre-high façade and leans on Scandinavian minimalism sharpened with Milanese touches, including marble finishes and pink-hued flooring.

Inside, the store is built less like a counter-service shop and more like a jewelry salon. Pandora laid out an Engraving Studio, Style Studio, Diamond Salon and Exhibition area, alongside personalization, style consultations and product discovery, with a heart charm sculpture marking the space.

The opening also brought Pandora’s lab-grown diamonds to Italy. The collection, which includes Pandora Infinite and Pandora Era, is available online, in the Milan flagship and in 40 selected stores nationwide. The stones are made with 100% renewable electricity, set in jewelry crafted from 100% recycled silver and gold, and labeled with a fifth C for carbon footprint.

Pandora says one carat of its lab-grown diamond carries a footprint of 12.58 kg CO2e, about 90% less than a mined diamond of the same size. Pandora stopped using mined diamonds in 2021.

Pandora says Italy is one of its top five markets worldwide and accounts for about 7% of global revenue. One in three women in Italy already owns a Pandora product.

Pandora had already built scale in the country, with about 190 concept stores and around 400 multibrand partners before this opening. The Milan address is its fourth flagship overall, after Copenhagen in 2024, Las Vegas in 2025 and Barcelona in 2026, and it follows earlier trials of the Evoke store concept in Milan and London.