About Pandora

Pandora is a global jewelry brand renowned for designing, manufacturing, and marketing contemporary and hand-finished jewelry pieces crafted from high-quality materials at accessible price points. Established in 1982 in Copenhagen, Denmark, by Danish goldsmith Per Enevoldsen and his wife Winnie, Pandora has grown from a small family-run jewelry shop into one of the world's leading international jewelry companies. The brand's distinctive charm bracelets, rings, earrings, and necklaces have captivated consumers across the globe. Pandora operates in over 100 countries on six continents and is present in approximately 7,800 points of sale, including more than 2,400 concept stores. With its headquarters in Copenhagen, the company employs over 33,000 people worldwide, with a significant portion of its manufacturing operations based in Thailand. In 2023, Pandora generated sales of DKK 28.1 billion (EUR 3.8 billion) and remains committed to leading sustainability efforts by sourcing recycled silver and gold and aiming to halve its greenhouse gas emissions by 2030.

The journey of Pandora from a local Danish jeweler to an international powerhouse in the jewelry industry is nothing short of remarkable. It all began in 1982 when Per and Winnie Enevoldsen opened a modest jewelry shop in Copenhagen, Denmark. Initially, the couple imported jewelry from Thailand to meet the demand in Denmark, but as their business flourished, they transitioned to wholesale operations and eventually began designing their own unique jewelry pieces. By 1989, Pandora shifted its manufacturing to Thailand, benefiting from the cost-effective production facilities. The launch of Pandora's signature charm bracelet in 2000 marked a significant turning point, propelling the brand to international fame. Rapid expansion followed, with the brand entering the U.S. market in 2003 and expanding to Germany and Australia in 2004. Pandora's innovative charm bracelet concept, combined with their scalable vertically integrated supply chain and robust production infrastructure in Thailand, has played a pivotal role in establishing the brand's global presence.

Today, Pandora stands as the world's largest jewelry brand, well-positioned within the affordable luxury segment of the fine jewelry market. The cornerstone of Pandora's product offerings is its collectible charm bracelet, designed to inspire women to express their individuality and commemorate special moments. This central product, complemented by an expanding range of other jewelry collections, maintains Pandora's core values of offering modern, high-quality, and collectible pieces. Despite facing challenges such as the Covid-19 pandemic, Pandora has demonstrated resilience and innovation, phasing out mined diamonds in favor of lab-grown alternatives and committing to using recycled metals by 2025. Additionally, Pandora's shift towards sustainability has positioned the brand as a leader in environmental responsibility within the jewelry industry. With a history of significant growth, a lean cost structure, and a mission to make luxury jewelry accessible, Pandora continues to capture the hearts of consumers worldwide, celebrating the uniqueness of each individual and the unforgettable moments that define their lives.