Global The history of the Pandora brand — SilverS.

The history of the Pandora brand — SilverS.


The Pan­do­ra brand is now one of the most suc­cess­ful in the glob­al jew­el­ry mar­ket. Brand­ed prod­ucts PANDORA

are sold on 6 con­ti­nents, and the num­ber of coun­tries where the com­pa­ny has rep­re­sen­ta­tive offices has exceed­ed 70. How did the brand achieve such recog­ni­tion?

30 years PANDORA man­u­fac­tures jew­el­ry, and dur­ing this time inter­est in them is only grow­ing. It seems that the man­u­fac­tur­er man­aged to trans­form the mean­ing of the expres­sion “Pan­do­ra’s Box” and give it a more pos­i­tive mean­ing. All the more so PANDORA lit­er­al­ly trans­lat­ed as “per­ma­nent”. But let’s leave aside the ancient Greek mythol­o­gy and return to the his­to­ry of the pop­u­lar jew­el­ry brand.

History PANDORA: how it all began

Con­quer­ing the world began with a dream. It was 1982, when hus­band and wife Enevold­sen opened a tiny shop in Copen­hagen. In it, they sold author’s hand­made jew­el­ry of very good qual­i­ty: from pre­cious met­als, glass and even wood, with stones and enam­el coat­ing. The assort­ment includ­ed ele­gant bracelets, unique rings, and pen­dants. The design and qual­i­ty of the jew­el­ry con­quered the buy­ers in Den­mark. Soon all of Scan­di­navia and then the entire Euro­pean con­ti­nent knew about the shop.

Five years lat­er, hav­ing gained a hand in whole­sale trade, the cre­ators expand­ed the Pan­do­ra com­pa­ny: after hir­ing a per­son­al design­er, the cou­ple focus­es on the inde­pen­dent pro­duc­tion of jew­el­ry with a unique rec­og­niz­able style. In 1989, the pro­duc­tion facil­i­ties are moved to Thai­land: the mod­ern his­to­ry of the brand begins PANDORA.

The emergence of a modular bracelet

In 1999, Pan­do­ra entered the world mar­ket. And she did­n’t just come out — she thun­dered on him and ensured suc­cess­ful sales growth for the future. The man­u­fac­tur­er owes this to design­ers Lone, Lis­beth, Lee and Mad­sen. It was they who cre­at­ed the con­cept of the Pan­do­ra Charm bracelet, which became the hall­mark of the brand. Sales of bracelets start­ed in 2000, and brought the com­pa­ny to the first places in terms of prof­it in the mar­ket of man­u­fac­tured jew­el­ry. Bracelets with a vari­ety of charms still remain the top prod­uct, which devel­op­ers of new col­lec­tions focus on.

Conquest of the USA and Australia

The his­to­ry of the Pan­do­ra brand con­tin­ued to devel­op: at the begin­ning of the 2000s, the com­pa­ny firm­ly estab­lished itself in the mar­kets of the USA, Aus­tralia and Ger­many. Then, active­ly devel­op­ing the dis­tri­b­u­tion net­work, the brand con­tin­ued to increase its pres­ence. This required an increase in pro­duc­tion capac­i­ty. For this in 2005 PANDORA has already opened a per­son­al fac­to­ry in Thai­land. Now it pro­duces the main amount of jew­el­ry for glob­al buy­ers. But this is not the only fac­to­ry: the sec­ond com­pa­ny opened in 2008, the third and fourth — in 2010. Accord­ing to tra­di­tion, they all work in Thai­land.

The year 2010 was marked by a change in the form of own­er­ship: the com­pa­ny became a pub­lic joint-stock com­pa­ny, suc­cess­ful­ly plac­ing secu­ri­ties on the Copen­hagen Stock Exchange. After 2 years, the total income of Pan­do­ra amount­ed to more than 900 mil­lion euros. Over the years, this indi­ca­tor con­tin­ues to grow.

Pandora brand values

The slo­gan of the com­pa­ny is sim­ple but com­pre­hen­sive: “Unfor­get­table moments”. It reflects the essence of the brand’s prod­ucts: each piece of jew­el­ry should remind women of the bright­est and most pleas­ant life events. The col­lec­tions he cre­ates PANDORA, unit­ed by an inter­est­ing prin­ci­ple: by col­lect­ing them, each woman will be able to demon­strate her life sto­ry, her char­ac­ter and oth­er per­son­al char­ac­ter­is­tics. This is the phi­los­o­phy PANDORA — a com­po­nent of the con­stant suc­cess of this com­pa­ny, whose his­to­ry began with a dream.


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