Pandora Jewelry has declared that the world-renowned standard for diamond grading – the legendary ‘4Cs’ – is apparently no longer acceptable for the company. It has announced its own expanded set of standards, claiming it is in the best interests of consumers.

Alexander Lacik, CEO of Pandora

Berta de Pablos-Barbier, CEO at Pandora

Gemological Institute of America (GIA)

FACING PANDORA: Pamela Anderson is being used to push a controversial change to the industry's 4Cs, in an attempt by Pandora Jewelry to position itself as the industry's ‘judge, jury, and executioner’.