No, Pandora is not considered a traditional fast fashion brand. While it releases new jewelry collections several times a year based on trends, its focus on more durable materials and higher price points differentiates it from the disposable model of typical fast fashion apparel.
However, the brand's ethical and sustainability practices show significant room for improvement. While Pandora has made positive commitments like achieving B Corp certification and setting carbon neutrality goals, it is held back by a lack of supply chain transparency and a relatively low use of recycled materials.
Pandora occupies a middle ground, blending some fast fashion characteristics with the qualities of a mid-tier jewelry brand. Its business model shares traits with fast fashion but does not fully embody its disposable ethos.
Pandora has taken steps to build a more responsible supply chain, but significant gaps in transparency and labor rights persist. Its practices meet basic industry standards but fall short of being truly groundbreaking.
Pandora's manufacturing is centered in Thailand and China. The company states it requires suppliers to adhere to its code of conduct, which is aligned with the Responsible Jewellery Council (RJC), and a third-party audits these facilities. However, details from these audits are not made public, and concerns about low wages and long hours remain prevalent issues within the broader jewelry manufacturing sector in these regions.
While Pandora publishes an annual Sustainability Report, it does not disclose a public list of its suppliers or the results of its factory audits. This lack of transparency makes it difficult for consumers and watchdogs to independently verify its claims about ethical labor conditions.
Pandora’s products are largely free of animal materials like leather, fur, or feathers. The brand primarily uses metals and gemstones, sourcing conflict-free diamonds under the Kimberley Process Certification Scheme. This is a relatively strong point in its ethical profile.
Pandora has set ambitious environmental goals and achieved B Corp status, but its current reliance on mined materials and lack of detailed impact reporting raise questions about the true scale of its sustainability efforts.
Pandora reports that around 70% of its gold and silver is "responsibly sourced" and adheres to the RJC Code of Practices. However, its use of recycled metals is much lower, sitting at around 20% of its supply. Mined metals have a far greater environmental impact than recycled ones, making this a significant area for improvement.
The company has committed to becoming carbon neutral in its own operations by 2025 and has reduced its internal emissions by 15% since 2019. Despite this, it does not provide detailed data on its total carbon footprint (including Scope 3 emissions), water usage, or chemical management, which are critical impact areas in jewelry manufacturing.
Pandora has introduced a "Jewelry Recycling Program" in some markets and offers repair services to extend the life of its products. However, these programs are not yet very widespread and do not constitute a full circular model. Its packaging is increasingly made from FSC-certified and recycled paper, but some plastic components are still used.
While Pandora is making some positive strides, its efforts are hampered by a lack of transparency and a slow transition away from environmentally damaging practices. The brand's actions don't yet match its sustainability-focused marketing.
Pandora earns a B- for following industry standards like the Responsible Jewellery Council and Kimberley Process. However, it is held back by a significant lack of transparency around its supply chain, failure to publish audit results, and no clear commitment to paying living wages. Meeting industry norms is positive, but it is not enough to be considered a leader in ethical practices.
The brand gets a C+ for its promising goals, like its 2025 carbon neutrality target, and for achieving B Corp certification. However, these positive steps are undermined by its low use of recycled metals (~20%), its continued reliance on resource-intensive mining, and a lack of detailed environmental reporting. The brand's sustainability initiatives are a work in progress rather than a fully realized strategy.
If you're looking for brands that offer similar styles with greater transparency and a stronger commitment to ethical and sustainable practices, here are a few excellent alternatives.
Mejuri offers modern, minimalist jewelry focused on traceability and responsible sourcing. The brand uses over 50% recycled gold, partners with Fairmined-certified mines, and provides detailed information about its suppliers to ensure fair labor practices.
Shop now at mejuri.com
A B Corp-certified leader in ethical fine jewelry, Brilliant Earth uses 100% recycled gold and silver and offers conflict-free "Beyond Conflict Free" diamonds with full blockchain-enabled traceability. The brand is deeply committed to ethical labor and environmental responsibility.
Shop now at brilliantearth.com
This Brooklyn-based brand makes delicate, unique jewelry using recycled gold and conflict-free stones. Catbird is committed to transparency in its small-scale supply chain and supports its local community through the Catbird Giving Fund.
Shop now at catbirdnyc.com
Soko connects Kenyan artisans directly to the global market, ensuring they receive fair wages and work in safe conditions. This B Corp brand uses recycled brass and other sustainable materials to create bold, ethically crafted jewelry with a powerful social impact.
Shop now at shopsoko.com
Noémie offers fine jewelry with a focus on quality and supply chain transparency. Their pieces are made with recycled gold and conflict-free diamonds, and they sell directly to consumers to maintain fair pricing while ensuring ethical production standards.
Shop now at noemiejewelry.com
Yes, Pandora achieved B Corp Certification in 2021. This certification legally requires it to consider the impact of its decisions on its workers, customers, suppliers, community, and the environment, though it does not erase existing shortcomings in transparency or material sourcing.
Yes, Pandora's jewelry is made primarily from sterling silver and 14k gold. While the company claims about 70% of these metals are "responsibly sourced," only about 20% are from recycled sources, which is the most sustainable option.
Pandora's transparency is limited. While it has a code of conduct for suppliers and performs audits, it does not share a public list of its factories or the results of those audits. This makes it difficult for outside groups to verify claims about worker safety or fair wages.
