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Pandora A/S


Pandora A/S (Est. 1982) designs, manufactures and markets hand-finished, contemporary jewelry made from high-quality materials at affordable prices. The Pandora brand can be found in more than 100 countries on six continents through thousands of points of sale, including more than 2,400 concept stores.

Pandora is an international Danish jewelry company founded in 1982 by Per Enevoldsen. The company began as a family-run jewelry shop in Copenhagen. Today, Pandora is known for its customizable charm bracelets, designer rings, necklaces and, now discontinued, watches. The company has a production site in Thailand where it manufactures its jewelry. Pandora is publicly listed on the Nasdaq Copenhagen stock exchange in Denmark. In 2017, Pandora’s total revenue was approximately EUR 3.1 billion.

In its nearly forty-year history, Pandora has become a distinctive brand with products that made an evolved from those of a local Danish jeweler to a world-leading international jewelry company. Its origin was a jeweler’s shop established in modest surroundings in Copenhagen by Danish goldsmith, Per Enevoldsen and his wife Winnie.

From the beginning, they travelled to Thailand in search of jewelry for import. As demand for their products increased, their focus gradually shifted toward selling wholesale to clients in Denmark.

In 1987, after several successful years as wholesalers, the brand’s retail activities were discontinued and the company moved to larger premises. Meanwhile, the first in-house designer joined the company and Pandora began to focus on creating its own unique jewelry. In 1989, the company decided to start manufacturing its jewelry in Thailand.

Pandora first launched its charm bracelet concept in the Danish market in 2000. Consumers embraced it and in the following years, driven by a growing demand, the company began to expand internationally. It entered new markets including the United States in 2003 and Germany and Australia in 2004.

Over the following years, Pandora rapidly expanded its market presence from a Scandinavian platform to an international sales and marketing one using mainly third party distributors and production capabilities in Thailand.

In order to increase production capacity, Pandora opened a large scale, six-story, fully-owned manufacturing facility in Thailand in 2005. It remains a central part of the company’s production infrastructure. In August 2008 a second manufacturing facility was opened in the same area, which in 2010 was followed by the opening of Pandora’s third and fourth facilities further strengthening its production setup.

Pandora operates and manages a vertically integrated business model from in-house design and manufacturing to global marketing and direct distribution. Its products are sold at more than ten thousand points of sale, including around 900 concept stores.

Pandora launched an online sales platform in Europe in 2011 and began working to expand its e-commerce to the majority of its markets including Australia. Europe and the United States accounted for nearly 90% of its group sales in 2014. The group announced a Chinese distribution deal in 2015, with plans to increase store numbers to "a couple of hundred" in China. In 2015, it bought out Oracle Investment's shares in its Chinese distribution service.

With low production costs and an efficient supply chain, the Enevoldsens provided affordable, hand-finished jewelry for the mass market. Pandora's collection grew to include an assortment of rings, necklaces, earrings and watches. Pandora started selling its signature bracelets in 2000 after obtaining a patent and investing in several years of development.

Pandora’s mission from its outset through to today is to offer women a universe of high quality, hand-finished, modern, genuine jewelry products at affordable prices. The collectible charm bracelet is one of the brand’s cornerstone products and fosters repeat purchases and customer loyalty. It is complemented by a growing range of other collections consistent with the brand’s core values of affordable and collectible jewelry.

Those who prefer to purchase Pandora jewelry online can use Pandora’s official website or buy through one of its authorized online retailers. Online stores are only allowed to sell and ship Pandora Jewelry Products to customers located in all, or a portion of, the following: the United States, Central America, South America, and the Caribbean.

Its modern manufacturing facilities in Thailand provide safe working conditions for more than 6,800 people who craft its jewelry. The firm recycles waste materials from its production process: gypsum is turned into bricks and broken pieces from Murano glass is turned into tiles, all used in the local Thai construction sector.

All Pandora’s global operations are certified by the Responsible Jewellery Council (RJC), a standards setting and certification organization. Through the RJC, the company actively engages with other responsible jewelry brands, organizations, and civil society to achieve a sustainable jewelry industry, from mine to retail.

Today, Pandora, present on six continents, is, like many other global brands, facing the challenge of counterfeiters attempting to violate its brand, products, and identity. It is illegal to sell counterfeit (fake) products. However, fraudulent counterfeiters continually attempt to exploit the Pandora brand and benefit from the fame and worldwide success the company has achieved.

Pandora provides an extensive collection of hand-finished and modern jewelry made from genuine materials, primarily solid sterling silver and 14 or 18 k gold with gemstones, stones, cultured pearls, glass and wood. Even though the company does its utmost to ensure that its jewelry is easily identifiable through key markings, it can sometimes be difficult for consumers to tell the difference between Pandora products and copies because copies might carry similar identifiers.

While the presence of these key markings does not guarantee authenticity, looking for them is one of the first steps buyers can take to ensure that what they purchase are authentic Pandora products.

A maker's mark is a US term for a stamp indicating the origin of jewelry. The standard maker's mark on Pandora jewelry is "ALE", which stands for Algot Enevoldsen, the father of Pandora founder, Per Enevoldsen. Interested and potential buyers will always see "ALE" stamped on the brand’s jewelry, except on some of its smaller pieces. The UK equivalent to maker's mark is sponsor's mark, and the Danish equivalent is the responsibility mark.

Some countries require other specific jewelry stamps, and Pandora lives up to these requirements by adding additional stamps to its jewelry in these countries. The term quality mark is the standard term in the US and is the equivalent of hallmark in the UK and fineness mark in Denmark. Pandora stamps its jewelry with quality marks to indicate the metal's purity and to guarantee that the metal is genuine.

For example, all its sterling silver jewelry is stamped with a capital "S" for silver, followed by the purity stated as pure silver parts per thousand: S925 (92.5% pure silver).

All gold jewelry is stamped with a capital "G" for gold, followed by the purity, stated as pure gold parts per thousand in the gold alloy: 14k: G585 (58.5% pure gold) or 18k: G750 (75% pure gold). The quality marks on Pandora jewelry manufactured before June 2011 only contain numbers, not letters.

Among its many collections is the Pandora Rose Collection, the Pandora Essence Collection, and the Pandora Shine collection. All collections offer charms, earrings, bracelets, necklaces, rings, and more that are made to celebrate the confident, modern woman and all her loves and passions.

The new Pandora Shine pieces are crafted from sterling silver and encased in a layer of 18k gold plating. Made with the same high-quality craftsmanship standards as other Pandora collections, the new Shine jewelry is brought to life with a combination of electroplating – a traditional artisan technique – and modern technology that sees a sterling silver core coated with palladium, before being topped with a final layer of deep, rich 18k gold.

Pandora Shine jewelry is made from 18k gold-plated sterling silver. It is different from the brand’s solid 14k gold but can be styled together with all Pandora metals including 14k gold, sterling silver and Pandora Rose.

Individual pieces include charms. Every handcrafted charm is like a chapter in the purchaser’s personal story. The wide selection of charms and accessories gives buyers countless choices to adorn a Pandora charm bracelet. Available in a variety of metals, including sterling silver, Pandora Rose, and Pandora Shine, the charms, spacers, safety chains, and clips offer multiple opportunities to add to the wearer’s story.

Pandora charm bracelets come in many colors and styles to complement the buyer’s outfits. From silver to rose gold and bangles to mesh, the charm bracelets have a unique personality and can tell the owner’s story through the choices of charms and bracelet pairings.

The brand’s rings are made in Sterling Silver, 14K Gold and Pandora Rose. Designs go from a minimalist look to a complicated ring stack that makes a statement about the wearer. The company’s also sells necklaces, pendants, chains, chokers, and pendants.

Its earrings go from everyday classic studs to head-turning dangles. The Pandora Disney Collection is comprised of representational characters from favorite Disney movies with charms from the Disney Pandora collection.

Other collections include Timeless, Signature, Purely Pandora, Reflections, Me, Wish, Garden, Friends, Harry Potter, ID, Icons, Colors, People, Passions, and Places.

In May 2020, the New York Post newspaper published an article that stated the brand would re-open half of its 375 North American stores, “…with an eye toward ironing out the kinks required to operate under the threat of COVID-19 during the (2020) holiday season.”

Of course, there’s no telling whether retail traffic will ramp up for the coming holiday-shopping season, or if the deadly coronavirus will still be a threat. Pandora, like many other large retailers, is conducting trial runs using safe practices in US states, including Florida, Georgia and Texas that have allowed nonessential businesses to reopen in a bid to prop up their economies.

In June 2020, the Forbes website posted an article that profiled Alexander Lacik, whose appointment as Pandora CEO was announced in February 2019. Lacik’s most recent experience was serving as CEO of Britax, a child safety products company, and before that as president in North America for health and hygiene CPG giant Reckitt Benckiser maker of Lysol, Airwick, Clearasil, and Vanish.

In his appointment, Lacik became the sixth company CEO since 2010 when Pandora went public. Two months after implementing personnel changes. COVID-19 came along and dealt a devastating blow to the company’s well formulated plans.

As of early July 2020, all looks good on paper for Pandora, with plenty of cash on hand and contingency plans for after the pandemic.

Also in July 2020, the following appeared on the PR Newswire website, “Millie Bobby Brown can now add jewelry co-designer to an already impressive list of titles, which includes being the face of and ambassador for Pandora Me, when the latest range of jewelry launches globally on July 2.”

Brown designed the new Pandora Me jewelry and collaborated with Pandora's designers and creative directors to co-design four dangle charms and an earring sold as a single stud as part of the range of new jewelry inspired by Brown's vision of summer. A starfish, pineapple, flamingo, ocean wave and sea turtle are the symbols Brown chose to bring to life in her Pandora Me co-creations. Brown said she loved the process of co-creating the bold and colorful charms for the new 2020 range. "All of the symbols I chose are my absolute favorite parts of summer and each charm holds a fun memory or meaning to me," she said.

Pandora designers and VP Creative Directors Francesco Terzo and A. Filippo Ficarelli worked closely with Brown to transform her summer vision to the Pandora Me jewelry collection.

Each Pandora Me charm is hand-finished in sterling silver with colorful cubic zirconia and can be added to Pandora Me bracelets, safety pin brooch and the new Pandora Me necklace. Earrings in this collection are sold as single studs, allowing for dynamic styling and self-expression.

Pandora has two official websites, one a corporate website and the other a consumer website. Moreover, for a number of countries, Pandora has an official e-store. Pandora is also present on a number of other online platforms, including Facebook, Twitter, the Pandora Club, the Pandora YouTube channel, and Pandora Magazine.

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