“One of the key jobs to be done is communicating the value of lab-grown diamonds,” Gasco-Buisson said. “They’ve been used in industrial settings for years, but in jewelry, it’s still relatively new. It takes time for awareness to build, but the perception is shifting, for sure.”

For Pandora’s lab-grown diamond launch earlier this year, Gasco-Buisson and her team put together a marketing campaign called “Diamonds For All.” The campaign included celebrities like “Emily in Paris” star Ashley Park, model Precious Lee and actress Pamela Anderson. The goal is to grow lab-grown diamond jewelry to a $140 million business by 2026.

“We’re trying to change the perception of the brand from one known for charm bracelets to a full jewelry brand, and our diamond strategy is part of that,” Gasco-Buisson said. “Every serious jewelry company plays in diamonds, and we made the strong, specific choice to only do lab-grown because of our commitment to democratizing jewelry and the sustainability aspect of it.”