Pandora A/S, often written as PANDORA, is a Danish company that makes and sells jewelry. It was started in 1982 by Per Enevoldsen as a small family-owned jewelry store in Copenhagen. Pandora is famous for its bracelets that people can personalize with charms, as well as rings, earrings, and necklaces. The company no longer makes watches. Pandora has two factories in Thailand and sells its products in more than 100 countries across six continents. It has over 6,700 stores worldwide.

History

Pandora was started in 1982 by Per Enevoldsen, a Danish goldsmith, and his wife, Winnie Enevoldsen. They began by importing jewelry from Thailand and selling it to customers.

In 1987, the company stopped selling directly to customers and became a wholesaler, meaning it sold jewelry only to other businesses. Two years later, in 1989, Per Enevoldsen hired designers and built a manufacturing facility in Thailand, where it still operates today. Lower production costs and a strong supply chain allowed the company to offer affordable, handcrafted jewelry to many people. Over time, Pandora’s collection included rings, necklaces, earrings, and watches. The company introduced its famous charm bracelets in 2000 after years of development, and the design was protected by a patent.

In 2008, a Danish investment group called Axcel purchased 60% of the company from the Enevoldsen family. In October 2010, the company sold shares worth DKK 9.96 billion (US$1.84 billion) in an initial public offering (IPO), one of the largest in Europe that year. This gave Pandora a market value of about DKK 27 billion. The company is listed on the NASDAQ OMX Copenhagen Stock Exchange in Denmark and is part of the OMX Copenhagen 20 index.

By 2011, Pandora had become the world’s third-largest jewelry company in sales, following Cartier and Tiffany & Co. At that time, more than one piece of Pandora jewelry was sold every second on average. However, in 2011, the company’s stock price dropped nearly 80% after it shifted focus to more expensive designs, which upset its main customers. Sales improved later when the company returned to offering affordable jewelry. In 2014, Pandora reported revenue of DKK 19 billion and a net profit of over DKK 3 billion.

In 2020, due to the COVID-19 pandemic, 80% of Pandora’s 2,700 stores worldwide were closed. Despite this, the company continued to pay all employees their full salaries, even those who worked in closed stores.

In early June 2020, Pandora announced that all its jewelry would be made from recycled silver and gold. This decision aimed to reduce greenhouse gas emissions. By 2025, the company plans to stop using newly mined gold and silver and only buy recycled materials.

In early 2021, Pandora announced it would stop using mined diamonds and instead use lab-made diamonds. These new diamond jewelry items were first sold in the United Kingdom and later sold globally in 2022.

Today, Pandora is one of the largest jewelry brands in the world, with a retail network of about 2,700 stores.

In September 2025, it was announced that Berta de Pablos-Barbier, the Chief Marketing Officer, would become the company’s CEO in March 2026, when the current CEO, Alexander Lacik, planned to retire. The date was later changed, and Berta de Pablos-Barbier became CEO on January 1, 2026.

Products

Pandora sells many different items, including bracelets, rings, earrings, and charms. The metals used in Pandora products include sterling silver, 14-karat rose gold-plated, and 14-karat gold-plated.

Bracelets: Pandora offers several types of bracelets. All charm bracelets can be changed to include different pieces. Bangles are available in sterling silver, 14-karat rose gold-plated, and 14-karat gold-plated versions. Other bracelet styles include Pandora Moments, Reflexions, ME, and other designs in various styles.

Necklaces: Pandora's necklaces are made in many styles, such as hand-finished sterling silver, 14-karat rose gold-plated, and 14-karat gold-plated. Necklace lengths range from 15 inches to 35.4 inches. Chokers are one size and can be adjusted, while ME necklaces are one size and cannot be adjusted.

Rings: Pandora rings come in styles like stackable, promise rings, and birthstone rings. They are made with sterling silver, 14-karat rose gold-plated, 14-karat gold-plated, and lab-grown diamonds. Ring sizes in Europe range from 44 to 64. In the United States, sizes range from 3 to 10.5 for women.

Earrings: Pandora's earrings are mostly studs and hoops. They are made from sterling silver, 14-karat gold-plated, and 14-karat rose gold-plated.

Charms: Pandora's charms are one of the brand's most popular items. They come in many styles and often work with companies like Disney. Charms are available in 14-karat gold-plated, 14-karat rose gold-plated, and sterling silver. Some charms can be engraved for an extra cost.

Distribution network

The Pandora brand started selling products in Europe and first entered North America in 2003. The company opened special stores worldwide before starting its franchise model in Australia in 2009. Pandora products are sold in more than 100 countries across six continents through about 6,700 places where products are sold, including around 2,400 special stores. The company has more than 26,000 employees, with 13,200 working in Thailand, the only place where Pandora has made products since 1989.

Pandora started an online store in Europe in 2011 and began expanding its online sales to most of its markets, including Australia.

In 2014, Europe and the United States made up almost 90% of all sales. In 2015, the company announced a deal to distribute its products in China, planning to open around 200 stores there. That same year, Pandora purchased Oracle Investment's share in the Chinese distribution service.

• Toronto, Fairview Mall Branch
• Hong Kong, YOHO Mall Branch