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

Pandora opened its first Italian flagship on June 26 in Milan, placing a two-level, 250-square-metre store at 1 Galleria Passarella, where Corso Vittorio Emanuele II meets Piazza San Babila. The corner site, set inside a landmark 1930s rationalist building, gives the Danish jeweler a highly visible perch in one of the city’s busiest shopping corridors.

The store is more than a new address. Pandora used the Milan opening to stage a retail test case for how it wants to sell in Italy: through a cleaner, faster format built around its new Evoke concept, with a layout meant to make shopping more intuitive and service quicker. The flagship’s 8-metre-high façade is designed to stop foot traffic at street level, while a heart charm sculpture on the mezzanine, based on one of Pandora’s first charms, ties the new store back to the brand’s charm-led identity.

Lab-grown diamonds are the other headline. In Italy, Pandora’s lab-grown diamond collection is now available online, at the Milan flagship and in 40 selected stores nationwide. The company says the category has around a 90% lower carbon footprint than mined diamonds, and that it stopped using mined diamonds in 2021. Pandora now says it uses only lab-grown diamonds made with 100% renewable electricity, set in jewelry crafted from 100% recycled silver and gold.

The Milan flagship also slots into a larger store rollout. It followed Pandora’s first openings under the Evoke concept in Milan and London, and it is one of the brand’s third and fourth flagship stores, after Copenhagen in 2024 and Las Vegas in 2025. That sequence matters: Pandora is not treating Milan as a one-off showcase, but as part of a wider effort to sharpen how its stores look and function in major cities.

The company is leaning on that confidence at a moment when Italy remains strategically important. Pandora says Western Europe and SEMEA are managed from Milan, and the city is home to more than 1,600 Pandora employees in Italy. The brand also describes itself as the world’s largest jewelry company, with more than 37,000 employees globally, more than 2,800 concept stores and roughly 7,000 points of sale across more than 100 countries. Pandora generated DKK 32.5 billion in revenue in 2025, and its first-quarter 2026 organic growth was 2%, with full-year guidance unchanged. In a market that has recently been softer, the Milan flagship reads as both a branding move and a practical bid to win back traffic with product, setting and service all working harder at the door.