Global PANDORA brand history > read on

PANDORA brand history > read on


look­ing at the com­pa­ny Pan­do­ra today, you can’t even imag­ine that it all start­ed as a small fam­i­ly busi­ness. The founders of the com­pa­ny, and at that time it was a small shop in Copen­hagen (Den­mark), were a mar­ried cou­ple Pera and Win­nie Enevold­sen.


They have their first storeopened at 1982 year. At first they were engaged in the sale of jew­el­ry from Thai­land until they decid­ed to cre­ate their own line. In 1987, they began devel­op­ment, which involved a team of design­ers. The main idea was to cre­ate exquis­ite jew­el­ry that would help women express their style and per­son­al­i­ty. The con­cept in the form of a bracelet with inter­change­able charms was invent­ed and imple­ment­ed in 1999, and in 2000 the first col­lec­tion went on sale. It was then that the cur­rent name appeared.Pan­do­ra.

It is note­wor­thy that 10 charms from the first col­lec­tion are still on sale today. Of course, their design has under­gone small changes, in step with the times. Here is a rather rare pho­to of the first col­lec­tion. The pho­to shows 24 charms, but only 15 were the orig­i­nal designs of Pan­do­ra design­ers. Also pay atten­tion to the bracelet — it is made of black­ened sil­ver with a clasp — cara­bin­er.

istoriya-brenda (2)

The prod­ucts were so pop­u­lar with the pub­lic that in the short­est pos­si­ble time the demand for bracelets many times exceed­ed the sup­ply. In just a few years, the com­pa­ny has become a glob­al giant, and jew­el­ry PANDORA have become an entire indus­try. In 2005, a full-fledged fac­to­ry with a full pro­duc­tion cycle was opened in Thai­land (Bangkok).

All jew­el­ry is made by hand, mate­ri­als such as sil­ver, gold, orig­i­nal alloys are used in the work (rep­re­sent­ed in the col­lec­tion “Pan­do­ra Rose” ), pre­cious stones, Mura­no glass and even wood. Each charm goes through more than 20 peo­ple before it reach­es the store — so you can be sure that you are get­ting the high­est qual­i­ty prod­uct, made respon­si­bly and with love.

In 2005, a sales lev­el of 5 mil­lion units per year was reached, a year lat­er this num­ber was dou­bled. PANDORA stores are open­ing at a record pace around the world.

The prod­uct line has also been expand­ed, PANDORA began to offer her fans not only bracelets and charms, but rings, pen­dants, chains.

Since 2009, the com­pa­ny has been one of the three largest jew­el­ry brands.

In 2010 year PANDORA released a line of watch­es — it also retains its indi­vid­u­al­i­ty: you can change the strap, bracelet, remove the ring around the dial.

istoriya-brenda (4)

At the moment jew­el­ry PANDORA are sold in 10,500 stores (stores are opened on a fran­chise basis) in 65 coun­tries around the world. The col­lec­tion con­tains over 800 charms.

The most pop­u­lar charm is the angel. Its sales are over 2.5 mil­lion units world­wide.

istoriya-brenda (1)

Buy Pan­do­ra in Ukraine avail­able in 15 offi­cial stores in major cities. 8 stores opened in Kyiv PANDORA in large shop­ping cen­ters. 1 store each in Odessa, Kharkov, Lvov, Vin­nit­sa, Donet­sk, Dne­propetro­vsk.

Unfor­tu­nate­ly, most of the shares list­ed by the com­pa­ny are not avail­able in Ukraine. It’s hard for me to tell the rea­son. It is a pity that the com­pa­ny does not under­stand that in this way it is pos­si­ble to increase the num­ber of fans at times, because if some­one gets a pro­mo­tion­al bracelet, then how can they resist and not fill it with charms?

Also, on the eve of big hol­i­days, the com­pa­ny pro­duces spe­cial charms. Often they come in beau­ti­ful indi­vid­ual pack­ag­ing. For exam­ple, such a charm was announced on Valen­tine’s Day 2015.

istoriya-brenda (3)

We all know the myth about the chest with trou­bles and sor­rows and its curi­ous mis­tress, but few peo­ple remem­ber that the very name Pan­do­ra means “all-gift­ed”. I think the choice of such a name has become cru­cial for the brand. Per­haps that is why PANDORA has been shar­ing its gifts with the world for 30 years now, and the pop­u­lar­i­ty of the brand has only con­tin­ued to grow over the years.


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