Pandora Story

WELCOME TO PANDORA

PANDORA is a global jewellery brand founded on a pioneering spirit and the belief that jewellery should be personal, enduring and accessible to all.

Pandora A/S is an international Danish jewellery manufacturer and retailer founded in 1982 by Per Enevoldsen. The company started as a family-run jewellery shop in Copenhagen. Pandora is known for its customizable charm bracelets, designer rings, necklaces and watches. The company has a production site in Thailand and markets its products in more than 100 countries on 6 continents with more than 7,700 points of sale.

Story

Our story began in 1982 with a jeweller’s dream. In a small shop in Denmark, goldsmith Per Enevoldsen imagined that one day, his jewellery would give women around the world and from all walks of life a way to easily relive their most unique moments.

* The early years: 1982-1999

It all started nearly 30 years ago. Back in 1982 a jeweller’s shop that would one day become PANDORA was established in modest surroundings in Copenhagen, Denmark, by Danish goldsmith Per Enevoldsen and his wife Winnie.

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

* In 1987, after several successful years as wholesalers, the 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.

* 2000-2009: Building an international presence

In 2000, PANDORA’s charm bracelet concept was first launched in the Danish market. Consumers embraced the concept, and in the following years, driven by a growing and encouraging demand, the company began to expand internationally, entering new markets such as the United States in 2003 and Germany and Australia in 2004.

In order to increase its production capacity, PANDORA opened a large scale, six-story fully-owned manufacturing facility in Thailand in 2005, which still forms a central part of the current production and 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 in the same area, further strengthening our unique production setup.

Today

PANDORA operates and manages a vertically integrated business model from in-house design and manufacturing to global marketing and direct distribution in most markets. The products are sold in more than 70 countries on six continents through over 10,300 points of sale, including around 900 concept stores.

Mission

PANDORA’s mission – then and today – is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewelry products at affordable prices, thereby inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments that makes them who they are. That is why we celebrate these moments. That is why we say these moments are unforgettable. Like the story of PANDORA.

Materials

PANDORA provides a universe of hand-finished and modern jewelry primarily made from genuine materials, including solid sterling silver and 14k or 18k gold. We use a variety of gemstones, stones and cultured pearls to add sparkle and color to our genuine silver and gold jewelry. These originate from material categories commonly used in the jewelry industry - diamonds, gemstones, organic gems and man-made stones.