Global Overview of typesetting jewelry — the main competitors of PANDORA > read on the site

Overview of typesetting jewelry — the main competitors of PANDORA > read on the site


Today, let’s talk not about the PANDORA brand, but about the very phe­nom­e­non of type­set­ting jew­el­ry, which are sim­i­lar to design­ers. First, you take the base — a bracelet, and then fill it with a vari­ety of charms to your lik­ing. Such jew­el­ry is called type­set­ting or mod­u­lar. This idea was born in ancient times in the coun­tries of Scan­di­navia, but it acquired a mod­ern look in the last 45 years and con­tin­ues to devel­op and be in demand today. There­fore, today I sug­gest that you look at an overview of type­set­ting jew­el­ry and ana­lyze the main com­peti­tors of Pan­do­ra.

Overview of typesetting jewelry brands - PANDORA's main competitors

Today’s largest com­pa­nies that occu­py a large share of the mod­u­lar type­set­ting mar­ket come from Den­mark. And since many peo­ple are inter­est­ed in this top­ic, I decid­ed to review Pan­do­ra-like brands of mod­u­lar prod­ucts that are its com­peti­tors. Some brands you know well, but some you will hear about for the first time today.

Some com­pa­nies, includ­ing Pan­do­ra, ini­tial­ly began their jour­ney as a brand of type­set­ting jew­el­ry, and they are the basis of their col­lec­tions. And many com­pa­nies — giants of the jew­el­ry busi­ness, which have been suc­cess­ful­ly oper­at­ing for more than a decade (or even a cen­tu­ry), at one time also felt the demand for a niche with inlaid jew­el­ry and expand­ed their assort­ment at this expense.

That is, glob­al­ly, those about whom I will write today can be divid­ed into two groups. Those that pro­duce pre­dom­i­nant­ly inlaid jew­el­ry and they are the basis of their per­ma­nent col­lec­tions, and those who have long been known on the mar­ket and use them among their entire assort­ment.

The first ones I con­sid­er are the fol­low­ing brands: Troll­beads, Chamil­ia, Red­bal­ifrog, Ohm, Soufeel.

And the sec­ond ones are: Tiffany, Swarovs­ki, Thomas Sabo and many oth­ers.

You can read about the his­to­ry of Pan­do­ra here.

Let’s take a clos­er look at each jew­el­ry com­pa­ny and see what all these brands have in com­mon. We will iden­ti­fy the fea­tures that make these brands stand out to buy­ers. We will also com­pare prices and find out how these brands are rep­re­sent­ed in the world and where you can buy these jew­el­ry in Ukraine. And most impor­tant­ly: are the beads of dif­fer­ent man­u­fac­tur­ers suit­able for each oth­er and what mark­ings do man­u­fac­tur­ers use to pro­tect them­selves from fakes.


The Dan­ish brand Troll­beads can be safe­ly called the ances­tor of all mod­ern brands of stacked bracelets and charms. The his­to­ry of this brand begins in 1976. The first charm in the form of a troll gave the name to the brand (the brand com­bines the words troll and beads — troll beads, lit­er­al­ly). Cur­rent­ly, brand stores are open in more than 40 cities around the world and on all con­ti­nents. The col­lec­tion con­tains over 600 beads. In my opin­ion, it is Troll­beeds that is the main com­peti­tor of Pan­do­ra today.

trollbeads Ukraine trollbeads

There are many sim­i­lar­i­ties in these brands, but if you look close­ly, there is still a dif­fer­ence. One of the main dif­fer­ences in the con­cept of Pan­do­ra’s Troll­beads bracelets is that you must pur­chase the bracelet’s chain and lock sep­a­rate­ly. There are a lot of options for locks and bracelets, the choice is very large. The design of charms is very inter­est­ing and unusu­al.

Anoth­er impor­tant dif­fer­ence I would call rhodi­um. Troll­beads jew­el­ry is not rhodi­um plat­ed, unlike Pan­do­ra, where all prod­ucts go through this pro­ce­dure. Rhodi­um­ing gives more shine and radi­ance. At Troll­beeds, sil­ver jew­el­ry looks nat­ur­al, like the sil­ver we are used to.

trollbeads trollbeads jewelry brand review

For many years, the Troll­beads col­lec­tion con­sist­ed exclu­sive­ly of bracelets and charms, but then the range was expand­ed to include rings, ear­rings, neck­laces and pen­dants. Today, in addi­tion to all of the above, the col­lec­tion was sup­ple­ment­ed by: a men’s jew­el­ry line, hair orna­ments, tiaras. Troll­beeds jew­el­ry is made from sil­ver, gold, pre­cious stones, among which there is also amber. The range of the two com­pa­nies is approx­i­mate­ly the same.

Anoth­er impor­tant dif­fer­ence I will men­tion is the carv­ing that is found on most Pan­do­ra bracelets and charms, but Troll­beads jew­el­ry does not have it. That’s why Troll­beads charms and beads don’t fit Pan­do­ra bracelets — they just won’t fit through the threads on the bracelet! The excep­tion is the so-called uni­ver­sal charms Troll­beads. Their open­ing is slight­ly wider, so they can be worn on a Pan­do­ra bracelet. But any­way, if you decide to buy a Troll­bids charm for a Pan­do­ra bracelet, it’s bet­ter to do it in an offi­cial store so that you can mea­sure it. Well, Pan­do­ra beads fit on the Troll­beads bracelet with­out any prob­lems.

You can deter­mine the orig­i­nal or fake by the brand­ing that the man­u­fac­tur­er puts. These are the let­ters LAA 925 s — for sil­ver items. For gold, LAA 750 g is placed.

If you com­pare prices, Troll­beads prod­ucts will be slight­ly high­er in price than Pan­do­ra.

Troll­beads is offi­cial­ly rep­re­sent­ed in Ukraine and opened its first store. You can get to know the brand bet­ter and see the entire range on the web­site:


The brand was found­ed in the USA in 2002, and since 2013 belongs to the glob­al brand Swarovs­ki. The name trans­lates as Chameleon — an ani­mal that can adapt to the world around it. The prin­ci­ple of mak­ing jew­el­ry is the same as in Pan­do­ra — there are many mod­els of bracelets and charms for them. The com­pa­ny today is one of the largest com­pa­nies in Amer­i­ca and in their mar­ket is prac­ti­cal­ly not infe­ri­or to Pan­do­ra.

chamilia jewelry brand comparison pandora

By com­par­i­son, Chamil­ia charms and pen­dants are small­er and lighter in weight than Pan­do­ra. Most charms and bracelets are mutu­al­ly com­pat­i­ble, but there are mod­els that are not com­pat­i­ble (about 5%).

Of course, if you look at the bracelets, then there are analo­gies with Pan­do­ra and oth­er brands. For many years, Chamil­i­a’s hall­mark has been an exclu­sive Dis­ney-themed jew­el­ry deal, but for sev­er­al years now, Pan­do­ra has also been releas­ing these themed col­lec­tions.

chamilia chamilia ukraine to buy charm bracelet

The brand’s prod­ucts are made of sil­ver, gold, rose gold, sil­ver plat­ed. Also, as you already under­stood, you will not find Swarovs­ki crys­tals in Pan­do­ra’s Prod­ucts. All prod­ucts of this brand are marked with the Chamil­ia, Cham logo or the let­ter C. Sil­ver is marked with a 925 mark.

If you com­pare the prices of Chamil­ia and Pan­do­ra, then the first one will be a lit­tle cheap­er.

There is no rep­re­sen­ta­tive office of Chamil­ia in Ukraine. Web­site:


Red­bal­ifrog is a rel­a­tive­ly young brand. It is dif­fi­cult to geo­graph­i­cal­ly attribute it to any coun­try. Judge for your­self: the inspir­er and own­er of the brand lives in Aus­tralia, the crafts­men who make the jew­el­ry by hand are based in Bali/Indonesia, and most of the stores that sell are locat­ed in the US and Europe. Con­fus­ing, right?

redbalifrog ukraine buy

The his­to­ry of the com­pa­ny began in 2007 and con­tin­ues to this day. In my opin­ion, this brand of inlaid jew­el­ry is more sim­i­lar to Troll­beads: both in the exter­nal design and the con­struc­tion of the bracelet. The lock and the base of the bracelet must be pur­chased sep­a­rate­ly.

redbalifrog redbalifrog ukraine buy bracelet charms

All jew­el­ry is made of 925 ster­ling sil­ver. They do not use gold or oth­er met­als. Here are the mark­ings on the prod­ucts.

redbalifrog marking originality

Pric­ing is slight­ly high­er than Pan­do­ra’s.

There is no rep­re­sen­ta­tive office in Ukraine, but there is only 1 store that sells prod­ucts of this brand among its assort­ment.



The his­to­ry of OHM jew­el­ry began in 2008 in the USA. Now the brand is pop­u­lar not only there, but also in Euro­pean coun­tries. Stores are opened in Ger­many, the Czech Repub­lic, the Nether­lands and in many oth­er coun­tries and con­ti­nents. The com­pa­ny spe­cial­izes in the man­u­fac­ture of jew­el­ry: bracelets, charms: clip-on ear­rings, ear­rings, rings, locks for bracelets. There are also acces­sories (main­ly a vari­ety of box­es and stor­age sys­tems for charms and bracelets).

ohm jewelry

In Ukraine, these dec­o­ra­tions are prac­ti­cal­ly unknown, but in oth­er coun­tries they are a sig­nif­i­cant com­peti­tor to Pan­do­ra.

bracelets charms OHM Ukraine Overview of typesetting jewelry

Charms, pen­dants and oth­er OHM beads are ful­ly com­pat­i­ble with PANDORA and TROLLBEADS bracelets. There­fore, fans of stacked bracelets can com­bine these dec­o­ra­tions on their bracelets.

In the man­u­fac­ture of OHM jew­el­ry, 925 ster­ling sil­ver, gold, and 14 carat gold plat­ing are used. To deter­mine the orig­i­nal­i­ty, OHM puts a 925 sil­ver mark and the brand logo on each piece. The bracelets and mura­no are still marked with the name of the OHM trade­mark. New col­lec­tions are released once a month.

OHM marking 925 silver overview of typesetting jewelry competitors

Pric­ing is about the same as Pan­do­ra’s. There is no offi­cial rep­re­sen­ta­tion in Ukraine, as well as shops.



Soufeel jew­el­ry comes from the most dynam­ic city in the USA — New York. The brand has exist­ed since 2009 and offers a wide range of bracelets, charms, rings, ear­rings, watch­es and oth­er relat­ed prod­ucts. The imag­i­na­tion of cus­tomers can cre­ate lim­it­less com­bi­na­tions of jew­el­ry.

soufeel difference from pandora comparison Overview of typesetting jewelry

The very con­cept of com­pil­ing is very sim­i­lar to Pan­do­ra, espe­cial­ly for bracelets. And it is dif­fi­cult for us to fig­ure out who was the first in new ideas. Here, look at the bracelets below, what do they remind you of?

soufeel Ukraine buy original review of typesetting jewelry competitors pandora

But it is worth pay­ing trib­ute to this brand and has its own char­ac­ter­is­tics that make it unique and in demand among buy­ers. The main thing is the per­son­al­iza­tion of jew­el­ry. They have a large selec­tion of prod­ucts that you can put your pho­to on or engrave. Many mod­els of ready-made bracelets, with places for a pho­to or an inscrip­tion. Many options for neck­laces with names. To order, you just need to upload the desired pho­to to the site and wait for your order. Every­thing is sim­ple.

soufeel soufeel engraving charms

The com­pa­ny’s prod­ucts are made of 925 ster­ling sil­ver, gold, rose gold and gild­ing. Swarovs­ki crys­tals are also involved in the pro­duc­tion. Charms come with­out inter­nal threads, but most prod­ucts are inter­change­able with oth­er brands. Jew­el­ry is very sim­i­lar to pan­do­ra beads. All jew­el­ry is stamped with soufeel logo and 925 proof. Pric­ing is cheap­er than Pan­do­ra.

soufeel soufil bracelet charms overview of typesetting jewelry competitors pandora

The brand is not offi­cial­ly rep­re­sent­ed in Ukraine, there are no stores.



The his­to­ry of Tiffany — one of the most famous brands has almost 200 years. The first US store opened in 1837, and the com­pa­ny now owns over 400 stores world­wide.

tiffany ukraine tiffany jewelry review of typesetting jewelry competitors pandora

Tiffany sells not only jew­el­ry, but also inte­ri­or items made of sil­ver, crys­tal, and porce­lain. The range includes watch­es, per­fumes, leather goods and sta­tionery. The brand has long been famous for lux­u­ry items that are in the homes of the rich­est fam­i­lies in the Unit­ed States and oth­er coun­tries.

The col­lec­tion of this brand has a lot of bracelets and more than 200 pen­dants — charms. But, as in the case of Swarovs­ki, I would not say that they are very sim­i­lar to Pan­do­ra. Only the gen­er­al con­cept can be called sim­i­lar: a bracelet and a choice of pen­dants for it. I have not seen such a vari­ety in charms. There­fore, in my opin­ion, these brands do not com­pete so much with each oth­er.

Tiffany tiffany ukraine comparison with pandora review of typesetting jewelry

Tiffany pro­duces jew­el­ry in sil­ver, gold, rose gold. Lots of gem­stone jew­el­ry.

The com­pa­ny is dif­fi­cult to mark their prod­ucts for pro­tec­tion against coun­ter­feit­ing. Of course, a sam­ple of this mate­r­i­al is applied to the base met­als, for sil­ver it is 925, for gold 750 and so on. But Tiffany has some col­lec­tions released by famous design­ers who put their sig­na­ture on each prod­uct. There­fore, care­ful­ly look for infor­ma­tion about the cor­rect label­ing if you are think­ing about buy­ing, espe­cial­ly if it is not in the com­pa­ny store.

The pric­ing pol­i­cy is much high­er than Pan­do­ra.

In Ukraine, Tiffany is rep­re­sent­ed by one bou­tique in Kyiv.



A world-famous com­pa­ny for the pro­duc­tion and sale of crys­tal jew­el­ry. The his­to­ry of this brand began in 1895 and con­tin­ues to this day.

swarovski swarovski ukraine jewelry

The range of the com­pa­ny is impres­sive — a huge selec­tion of bracelets, from ready-made solu­tions to those that can be filled to your lik­ing. But of course, their main focus is the pro­duc­tion of crys­tals, using patent­ed tech­nolo­gies that go back cen­turies.

To com­pare two brands — Pan­do­ra and Swarovs­ki, in my opin­ion, is not entire­ly cor­rect, after all, they are dif­fer­ent. And if you decide to col­lect the his­to­ry of your charm bracelet, then you will most like­ly look at Pan­do­ra, Troll­beads, Red­bal­ifrog or Ohm. Yes, of course, Pan­do­ra and Swarovs­ki com­pete, but still they devel­op in dif­fer­ent styles.

Swarovski Pandora brand comparison

There are a lot of bracelets in the Swarovs­ki jew­el­ry col­lec­tion, but as ready-made solu­tions. Yes, you can hang charms on them — pen­dants, but their choice is now small, about 50 pieces. And as you can see, they are attached to the bracelet with a cara­bin­er.

swarovski buy in Ukraine original review of typesetting jewelry

Bracelets, as well as pen­dants for a pan­do­ra bracelet, are made of rhodi­um-plat­ed sil­ver, gold, rose gold, and gild­ing.



The Ger­man jew­el­ry brand Thomas Sabo is today one of the lead­ing man­u­fac­tur­ers of pre­mi­um watch­es and sil­ver jew­el­ry.

thomas sabo bracelet charms ukraine online store

Found­ed in 1984 and today cov­ers 85 coun­tries. The col­lec­tion of jew­el­ry has more than 1200 items. 925 ster­ling sil­ver jew­el­ry is pre­ci­sion craft­ed with fine stones and is renowned for its expres­sive design. The brand uses 925 ster­ling sil­ver, 18-carat pink, yel­low and white gold, dia­monds and pre­cious stones when work­ing with stacked jew­el­ry.

If you draw an anal­o­gy with Pan­do­ra and look at the design of bracelets, then you will be sur­prised how many sim­i­lar mod­els are found! This is a clas­sic bracelet and open ban­gles.

thomas clogs bracelet bangle charms pendants Review of typesetting jewelry

The col­lec­tion con­tains both charms famil­iar to us, and charms — pen­dants that have an inter­est­ing design solu­tion — each such pen­dant for a pan­do­ra bracelet comes with a cara­bin­er — that is, it can be attached to absolute­ly any bracelet.

thomas sabo ukraine jewelry

And the spe­cial edi­tion Kar­ma Beads is very sim­i­lar to the Pan­do­ra Essence col­lec­tion.

thomas sabo bracelet charms ukraine review of typesetting jewelry

Pric­ing is about the same as Pan­do­ra’s.

Thomas Sabo jew­el­ry in Ukraine is rep­re­sent­ed by two stores locat­ed in Kyiv.



Here’s a review I’ll get. What do you think about this or that brand, are they sim­i­lar to each oth­er? Who bor­rows ideas from whom?

Soon I will tell you more about the main com­peti­tor — Troll­beads jew­el­ry. This is a rather inter­est­ing brand, and undoubt­ed­ly it deserves a sep­a­rate sto­ry.

And if you still have ques­tions or you need advice on where, how and with what max­i­mum dis­count you can buy jew­el­ry — write your ques­tions under the post — I will answer.


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