In thirty years, the Danish house has become a big name in world jewelry. The brand no longer only offers charm, but also jewelry for everyone.
If the name Pandora is reminiscent of a Greek myth, however, it is in Copenhagen that the brand was born in 1982 by a couple of goldsmiths, Per Enevoldsen and Vinnie Liljeborg, who made jewelry in a small workshop. In 1989, the first, a great lover of Thailand, laid the foundations of the company in Bangkok, whose local know-how, according to him, is indisputable. Success is immediate.
The house is known for its silver jewelry, but above all, it is its collectible charm that will establish its popularity. In 2000, Pandora launched its first line of charms that hang from necklaces or bracelets to better tell personal stories. Heart, turtle, butterfly, penguin, star, moon, the references are endless. To discover this year: the Advent calendar and its 12 secret jewels.
Pandora necklace Press Photo / Pandora:
Let the magic work
Pandora is the third best-selling jewelry brand in the world, just behind Tiffany & Co and Cartier. The house is based in 55 countries with more than 10,000 points of sale, not counting its website, where you can find its entire catalog. Charm offers over 700 links each year, mixing old collections and new products.
Setting, enameling, polishing… If Pandora is made in Thailand, it’s no accident. The artisans here are true goldsmiths, whose handiwork is as meticulous as it is ancestral. In the workshops, you can admire the centuries-old process of casting lost wax. Another special feature is that each piece of jewelry passes through an average of 25 pairs of hands. A real challenge for a brand that produces so many creations every year.
Creative duo
Since 2017, the Italian duo formed by Francesco Terzore and Alessandro Filippo Ficcarelli has been creating creativity, reinventing the brand to better appeal to Gen Z. For example, modernizing pearl necklaces or offering new styles. In 2020, Millie Bobby Brown, the heroine Stranger Things , also embodied the character of the house. Other heartthrobs for younger audiences include Disney limited releases, Star Wars or Game Of Thrones.
Francesco Terzore and Alessandro Filippo Ficcarelli Press Photo / Pandora:
Recycled gold and silver
By 2022, Pandora jewelry will be made from more than 60% recycled gold and silver, and the house hopes to reach 100% by 2025. It also recycles 99.6% of its waste like natural rubber. of its templates, reused more than 2000 times. . Not forgetting its new factory in Lamphun, Thailand, a green oasis with solar panels, lush vegetation and an artificial lake that allows it to collect waste water so as not to pollute the surrounding area.
Source: Le Figaro
