Pandora, the Copenhagen-based jewelry giant, is aiming to become the world’s top jeweler by reaching customers across all ages and regions. With sales surpassing $4 billion last year, the company is expanding beyond its famous charms into new designs and lab-grown diamond collections.
The brand is changing its image by featuring older, well-known celebrities like Pamela Anderson, Winona Ryder, Selma Blair, and Iman in its campaigns. This is a shift from competitors like Swarovski, which recently chose younger stars like Ariana Grande.
Pandora’s chief marketing officer, Berta de Pablos-Barbier, explained that the focus is on inclusivity and meaningful connections rather than just celebrity fame. The message of love and transformation is meant to resonate with people everywhere, regardless of age or background.
Pandora is especially popular in Europe, where half of Italians own at least one piece. It leads the jewelry market in Spain, growing sales by 10% yearly thanks to strong social media efforts. The United States remains Pandora’s biggest market, accounting for about a third of its revenue.
To strengthen its presence in the U.S., Pandora will open a new flagship store in Las Vegas on June 6. This store will offer interactive experiences, including a diamond bar and a craftsmanship studio. It is part of a five-year plan to open 15 to 18 flagship stores worldwide.
The company’s Essence collection, launched last year, has been a hit with new customers. Inspired by nature, the collection features sculptural designs made from 14-karat gold plate and sterling silver. The upcoming summer campaign will showcase pieces with man-made stones and Murano glass shaped like animals and symbols.
Pandora’s jewelry is designed to be versatile and personal. Customers can mix and match charms, stack rings, and customize their pieces to fit their style. The brand adapts its marketing to reflect cultural tastes in different regions, from the Middle East to Japan.
De Pablos-Barbier highlighted how colors carry different meanings worldwide. For example, turquoise symbolizes new beginnings in China, while in the West it may represent a birth month or memory. Pandora aims to help people express their unique stories through jewelry.
Despite strong growth, Pandora faces challenges in markets like China and the Far East, where it is still building its presence. It also needs to address slowing sales in saturated markets such as Italy by increasing local engagement and brand relevance.
The company is also focusing on its lab-grown diamond line, which generated $50 million in revenue last year with 43% growth. Pandora plans to create dedicated store areas for these diamonds and promote new collections like Microfine Diamonds. The goal is to reach $100 million in lab-grown diamond sales, though this may take longer than initially expected.
Looking ahead to fall, Pandora will launch new charms and a bold gold-plated collection. The brand will continue tailoring its approach to meet the tastes of different markets while pushing its global expansion.
Pandora’s strategy combines thoughtful design, cultural sensitivity, and a universal message of love to build a jewelry brand that appeals to everyone, everywhere.
