Pandora: the bracelets that conquered the world
The Pandora brand is famous the world over. Young girls and respectable ladies alike love its designer bracelets. Despite the popularity of this particular type of jewellery, Pandora is also known for other unique products.
The jewellery business began in 1982 as a small jewellery shop in the capital of Denmark. Opened by a couple, it offered cheap jewellery from Thailand. Despite the wide selection and democratic prices, the business did not prosper. In 1987, the couple decided to change their strategy and start their own production. They hired designer Lawn Fransen to create original jewellery in precious metals and wood. Customers liked these changes, and the business began to grow.
The turning point in the brand’s history came in 1999 when the designers created the famous bracelet. The uniqueness of this accessory lies in the fact that buyers can purchase accessories – different beads and pendants – separately.
Chronology of Pandora’s development:
– in 2000, the company launched the first Charm collection of pendants, and in honour of this, the bracelet accessories became known as Charms. At the same time, the brand opened stores outside Denmark – in Europe, Australia and North America;
– the first Pandora factory opened in Thailand in 2005, and within five years, there were four;
– in 2010, the company went public and added earrings and pendants to its range;
– in 2012, the company’s profit reached 900 million euros, generated by 12,000 points of sale in different countries around the world.
The main buyers of the brand’s products are Europe and the US, with 90% of revenues coming from these markets. Pandora has been present in China since 2015.
The uniqueness of the brand’s products
The ability to assemble jewellery like a constructor is the main feature of Pandora jewellery. Pendants and charms go well together. In addition, the brand’s products are of high quality, handcrafted using a special technology that prevents scratches and wear and tear.
Pandora offers more than 800 charms, the most popular of which is the angel. Worldwide sales of these charms exceed 2.5 million units per year. The bracelets are available in a variety of materials. In addition to the traditional gold and silver, there are charms with glass, stone and wood inserts decorated with inscriptions and images. The brand regularly releases themed collections of charms to coincide with holidays or events.
Pandora is evolving to remain popular and relevant with its customers. To do this, the brand analyses the market and its trends and tracks the moods of its target audience. In addition, the jewellery company is taking an active position in the market to reduce greenhouse gas emissions. The company is implementing its own strategy to meet climate change targets by using renewable energy sources for its production facilities.
