According to Reuters, Pandora will bring a new collection to its stores from North America by the end of this month and will use only unmined gems for it.

As such, the jewelry producer hopes to attract new customers that are interested in sustainability.

Pandora is launching this collection with lab-grown diamonds and other precious stones in all its 269 stores across the US and Canada, as well as online. Last year, the company did a test using only artificial gems in Britain.

"Lab-created diamonds are just as beautiful as mined diamonds, but available to more people and with lower carbon emissions," said Chief Executive Officer Alexander Lacik cited by Reuters.

The Pandora representative also states that the diamonds will be made by using only renewable energy sources.

The gems will be made using a technology in which a hydrocarbon gas mixture is heated to 800 degrees Celsius, spurring carbon atoms to be deposited on a small seed diamond, growing into a crystal layer by layer.