Pandora opens Milan flagship, launches lab-grown diamonds in Italy

Pandora’s first Italian flagship opened at the corner of Corso Vittorio Emanuele II and Piazza San Babila, bringing a 250-square-metre, two-level store into one of Milan’s most commercially charged addresses. Set inside a landmark 1930s rationalist building, the space gives the Danish jeweler a visible platform in a city where jewelry is read not just as adornment but as styling language.

The store’s architecture does part of the merchandising work. An 8-metre-high façade turns the flagship into a street-level marker, while a heart charm sculpture on the mezzanine, based on one of Pandora’s earliest charms, anchors the brand’s identity in the part of the category it has always owned best: personalization. In Milan, that matters. A flagship built around a charm story is also a storefront built for layering, inviting customers to think in combinations, not solitary pieces.

That logic extends to Pandora’s lab-grown diamond push in Italy. The collections are now available online, at the Milan flagship and in 40 selected stores nationwide, giving the brand a controlled but visible launch platform. Pandora says it stopped using mined diamonds in 2021 and now makes its lab-grown diamonds with 100% renewable electricity, set in jewelry crafted from 100% recycled silver and gold. A one-carat Pandora lab-grown diamond emits 12.58 kg CO2e, the company says, about 90% less than a mined diamond of the same size.

Massimo Basei, Pandora’s chief commercial officer, said the company was excited to bring the collections to Spain and Italy, and described diamonds as something once reserved for the few that can now be enjoyed by many more people. That pitch fits the brand’s long-running positioning: accessible, image-conscious, and increasingly fluent in the codes of contemporary luxury without claiming old-world exclusivity.

The Milan opening also fits a broader flagship rollout. Pandora describes the store as one of its third and fourth flagship stores overall, following Copenhagen in 2024 and Las Vegas in 2025. The company reported 32.5 billion Danish kroner in revenue in 2025 and says it operates around 2,800 concept stores in more than 100 countries. Its 2025 report says Pandora aims to become the most desirable, accessible jewelry brand and expects annual high single-digit organic growth, with sustainability, recycled metals and lab-grown diamonds central to that strategy.

In Milan, those ambitions now have a physical form: a polished, high-visibility store that treats charm collecting, stacking and diamond buying as part of the same language of self-editing.