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.