Pandora

Pandora was founded in 1982 by Danish goldsmith Per Enevoldsen and, his then-wife, Winnie Enevoldsen. The pair began on a small scale by importing jewelry from Thailand and selling to consumers.

In 1987, the company ended its retail operations and became a pure wholesaler; two years later Enevoldsen hired in-house designers and established a manufacturing site in Thailand, where it is still located. With low production costs and an efficient supply chain, the Enevoldsens could provide affordable, hand-finished jewelry for the mass market. Pandora's collection grew to include an assortment of rings, necklaces, earrings and watches. It started selling its signature charm bracelets in 2000 after several years of development, protected by a patent.

The Danish private equity group Axcel bought a 60% stake in the company from the Enevoldsen family in 2008. Shares totalling DKK 9.96 billion (US$ 1.84 billion) were sold in an IPO in October 2010, one of the biggest IPOs in Europe that year, giving Pandora a market capitalisation of around DKK 27 billion. The company is publicly listed on the NASDAQ OMX Copenhagen Stock Exchange in Denmark and is a component of the OMX Copenhagen 20 index.

Pandora became the world's third-largest jewelry company in terms of sales, after Cartier and Tiffany & Co. In 2011, more than one piece of Pandora jewelry was sold every second on average.

Shares fell nearly 80% in 2011 after a shift in focus to higher-end designs alienated core customers, but performance recovered after a return to the more affordable mass market, with the group reporting revenue of DKK 19 billion and net profit in excess of DKK 3 billion in 2014. In 2020 and due to the Covid-19 pandemic, 80% of Pandora's 2,700 stores around the world were closed. However, the company kept paying to all its staff in full, even for those who used to work in the closed stores.

In early June 2020, Pandora had announced that all Pandora jewelry would be made from recycled silver and gold due to many reasons such as substantially reduce its greenhouse gas emission. In early 2025, Pandora anticipates to stop using newly mined gold and silver and only purchase recycled sources.

In early May 2021, Pandora announced the company would phase out mined diamonds in favour of gems manufactured in a laboratory. The new diamond jewelry was first sold in the United Kingdom before being sold globally in 2022.

Pandora is one of the world's largest jewelry brands with a retail network of around 2,700 stores.

Products

Pandora offers a variety of products, including bracelets, rings, earrings, charms.

Bracelets: Pandora offers several different types of bracelets. All charm bracelets are customizable. Bangles are sold in sterling silver, 14k rose gold-plated, and 14k gold-plated versions. Pandora offers bracelets such as Pandora Moments, Reflexions, ME, and other different types of bracelets in a range of styles.

Necklaces: Pandora's necklaces are manufactured in a number of styles including hand-finished sterling silver, 14k rose gold-plated, and 14k gold-plated. The sizes for necklaces range from 15 in to 35.4in. Pandora's chokers come in one size and are adjustable, and ME necklaces come in one size and are not adjustable.

Rings: Pandora rings come in several styles, such as stackable, promise rings, and birthstone rings. They offer sterling silver, 14k rose gold-plated, 14k gold-plated, and lab-grown diamonds. Pandora uses European ring sizes ranging from 44 to 64. US sizes are from 3 to 10.5 in women's sizes.