PANDORA (jewelry)
PANDORA is a global jewelry brand founded in Denmark. Although the company is most commonly recognized for its customizable charm bracelets, it also offers complementary jewelry lines consisting of rings, earrings and necklaces.
History
PANDORA started in 1982 when Per and Winnie Enevoldsen opened a jewelry shop in the Norrebrogade area of Copenhagen. When the demand for their products increased, the couple shifted their focus to the wholesale business. In 1984 the couple opened their own production facility in Thailand, PANDORA Productions, and hired designer Lone Frandsen to help create a unique jewelry line. In 1996, PANDORA — strictly a wholesale dealer by then — hired its second designer, goldsmith Lisbeth Enø Larsen, who worked with Lone to create PANDORA’s signature style and customizable charm bracelet.
International Expansion
PANDORA jewelry is sold in more than 20 countries throughout North America, the Caribbean, Australia and New Zealand. In 2006, PANDORA launched its first PANDORA store in Hamburg, Germany, followed by locations in Australia, Denmark, Switzerland and the United States. PANDORA employs more than 1,200 individuals worldwide.
Designs
Charm Bracelets and Charms
PANDORA is perhaps known best for its modern twist on the classic charm bracelet. In 1999, PANDORA introduced its patented charm bracelet to the Danish market, and the bracelets quickly became popular all across Europe. PANDORA bracelets have a patented threading system that allows charms to be placed, added and rearranged, by the wearer. PANDORA has created more than 800 handcrafted charms. Charms are handcrafted and available in sterling silver, 14k gold and murano glass, sometimes with semi-precious stones or precious gems. PANDORA also donates a portion of proceeds from some charms to nonprofit partners, including Susan G. Komen for the Cure and the Institute for OneWorld Health.
Other Fine Jewelry
PANDORA also offers collections of rings, earrings and necklaces. Among these products are PANDORA’s “Mix-and-Match” earrings, which consist of a collection of ten silver and gold hoops and 80 different charms, which can be interchanged to create new looks.
PANDORA's “Match” jewelry line features an assortment of rings, earrings, necklaces and toe rings that are meant to coordinate with PANDORA’s charm selection.
LovePods
In 2008, PANDORA introduced a new collection of jewelry called “LovePods,” made entirely of 18k gold and gemstones such as diamonds, amethyst, peridot, quartz, citrine, spinel and topaz. The LovePods line features a selection of rings designed to be “stacked,” or combined together, to create unique looks. The collection, designed by goldsmiths Mads Trolle and Le Antony Gray, also includes a range of station-style necklaces, pendants, bracelets and earrings.