Pandora made over $4 billion in sales last year. This makes it one of the largest jewelry brands in the world. However, the company wants more than just financial growth. Based in Copenhagen, Pandora is improving its designs and working hard to become a popular brand across different generations and countries.
The company’s recent advertising campaigns, created by Fabien Baron, promote the message “Be Love.” Pandora is expanding beyond its famous charm bracelets. It now offers lab-grown diamond jewelry and more artistic collections. This approach is helping Pandora grow faster than many other jewelry brands in sales and popularity.
Pandora’s choice of ambassadors shows its strategy clearly. The brand features stars like Pamela Anderson, Winona Ryder, Selma Blair, and Iman, who are all in their 50s or older. This is very different from competitors like Swarovski, which chose Ariana Grande, a 31-year-old, as its ambassador last year.
Berta de Pablos-Barbier, Pandora’s new chief marketing officer, said, “We focus on inclusivity. We want everyone to enjoy beauty and design. We picked these women because they represent strength and substance.”
When asked if these older stars connect with younger or international customers, de Pablos-Barbier said the faces are less important than the message. She explained, “What matters is that people connect with the idea that love can change lives. This is a universal message that everyone can relate to, no matter where they live, even if they don’t recognize the stars.”
This message is working well in places like the U.S. and Europe. For example, one in every two Italians owns a Pandora item. This fits well with Italy’s strong jewelry tradition and love for gold.
In Spain, Pandora is the top jewelry brand. Its sales grow about 10 percent each year, helped by smart social media campaigns.
The United States is Pandora’s biggest market. It generates about one-third of the company’s revenue. Pandora plans to grow even more in this region.
On June 6, Pandora will open a new flagship store in Las Vegas. The timing matches the JCK/Couture jewelry fair. The store is designed as a “brand house” with immersive and modern shopping experiences.
Since Las Vegas is Pandora’s largest market for lab-grown diamonds, the store will feature a special diamond bar. There will also be a studio showing how Pandora designs its jewelry.
Other features include an interactive charm bar, inspired by a Las Vegas card dealer’s table, and stations for engraving. This store is part of a five-year plan to open 15 to 18 flagship locations worldwide.
Pandora is also growing its Essence collection. Launched last year, Essence includes sculptural pieces inspired by nature. The collection has been successful. In the last quarter of 2024, Essence earned over $35 million, helped by new customers.
The upcoming summer campaign will include pieces made with man-made stones and Murano glass shaped like animals and symbols. These are crafted from 14-karat gold plate and sterling silver. The designs are inspired by the seaside.
Pandora’s charms, colored glass, and animal shapes are made to appeal to customers worldwide. They let people show their own style.
Charms can be clipped onto necklaces and bracelets of different lengths. Rings can be stacked or worn alone. Beads can be added or removed to match either a bold or simple look. Pandora also offers personalization and repair services in its stores.
De Pablos-Barbier said the products are flexible and encourage customers to be creative. She added, “This flexibility lets us adjust our campaigns to match tastes and cultural styles in places like the Middle East, France, America, or Japan.”
Even colors are carefully chosen. For example, turquoise means the start of life in China. In Western cultures, it may represent a birth month or a special memory. “People give their jewelry personal meaning, and Pandora’s goal is to help them express all their different loves,” she said.
De Pablos-Barbier has worked globally but focuses on local markets. She used to lead famous Champagne brands like Moët & Chandon and Dom Perignon, where she pushed innovation. She also worked in marketing at Mars Wrigley, Lacoste, and the high jewelry brand Boucheron.
She explained that successful brands connect with universal human values in simple, clear ways. For Pandora, this message is “Be Love.” It works across cultures and countries.
She said, “We then use that meaning to speak to local customers in their own language and cultural style. We do this with the same product, which is the beauty of our work.”
Despite strong growth last year, Pandora still has challenges.
The brand is not yet strong in the Far East and has not fully entered China. It is interested in Japan and sees good signs in Southeast Asia and South Korea. These regions remain big opportunities.
Pandora also faces tough conditions in markets where it is already popular. For example, in Italy, sales in the last quarter fell by 10 percent. This is due to fewer customers visiting stores, economic problems, and strong competition with discounts.
Earlier this year, Pandora said it would invest more in Italy to increase local interest and media presence.
The company also wants to improve how it sells lab-grown diamonds. It plans to create special store areas for them and make these diamonds stand out more from other jewelry. It will also promote its Microfine Diamonds range.
In 2024, Pandora’s lab-grown diamonds earned about $50 million, growing 43 percent compared to previous sales.
The company said these diamonds positively affect the brand’s image. Growth is expected to continue but at a slower pace than first planned.
Pandora aims to reach $100 million in revenue from lab-grown diamonds, but now expects to achieve this after 2026.
For the fall season, de Pablos-Barbier said Pandora will launch new charms and a gold-plated “maximal” collection. These products will be marketed worldwide, with attention to local tastes.
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