Pandora designs, manufactures and markets hand-finished and contemporary jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries on six continents through more than 7,700 points of sale, including more than 2,600 concept stores.
Founded in 1982 and headquartered in Copenhagen, Denmark, Pandora employs more than 27,700 people worldwide of whom more than 14,000 are located in Thailand, where the Company manufactures its jewellery. Pandora is publicly listed on the Nasdaq Copenhagen stock exchange in Denmark. In 2017, Pandora's total revenue was DKK 22.8 billion (approximately EUR 3.1 billion).
The Pandora story is about a company with a distinctive brand and distinctive products that in just a few years has made the exceptional journey from a local Danish jeweller to a world-leading international jewellery company, with sales in more than 100 countries.
1982-1999: THE EARLY YEARS
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 jewellery 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 jewellery. In 1989, the company decided to start manufacturing its jewellery 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.
Over the following years, Pandora rapidly expanded its market presence from a Scandinavian platform to an international marketing and sales platform driven mainly by third party distributors and strong production capabilities in Thailand.
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.
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 100 countries on six continents through over 7,700 points of sale, including around 2600 concept stores.
Pandora’s mission – then and today – is to offer women across the world a universe of high quality, hand-finished, modern and genuine jewellery 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.
At Pandora, we believe that responsible business practices and our aspiration to offer high quality, affordable jewellery go hand in hand. That is why we are committed to developing and manufacturing PRODUCTS in a responsible manner; to providing a great environment for our PEOPLE; and to working towards minimizing our environmental impact on the PLANET.
We work closely with our suppliers to ensure their business activities comply with our ethical standards within human and labour rights, safe working conditions and environmental impact, as well as fair and honest business practices.
As part of our responsible supplier programme, we train and audit suppliers, engage in close dialogue, and provide extensive support to ensure that all our suppliers live up to our strict requirements.
Find more information about PRODUCT here.
Our modern manufacturing facilities in Thailand provide safe working conditions to the more than 6,800 people engaged in crafting our jewellery and we are noted for providing new and innovative job opportunities.
Our Thai craftspeople are offered competitive wages and benefit packages that include free meals, free bus transport, scholarships, library services, maternity classes, extra holidays, sporting activities, as well as numerous social events.
Our store personnel are offered extensive training to improve their sales skills as well as to correctly inform consumers about the uniqueness, quality and integrity of our jewellery.
Find more information about PEOPLE here.
We acknowledge that the manufacturing of jewellery has an impact on the environment. We work hard to minimize this footprint by reducing our consumption of water and energy. Further we recycle waste materials from the production process. Thus gypsum is turned into bricks and broken pieces from the Murano glass is turned into tiles, all used in the local construction sector.
Find more information about PLANET here.
All Pandora’s global operations are certified by the Responsible Jewellery Council (RJC), a standards setting and certification organisation. Through the RJC, we actively engage with other responsible jewellery brands, organisations and civil society to lead the way towards a more sustainable jewellery industry, from mine to retail.
Find more information about the RJC here.
Our manufacturing facilities are certified according to the ISO 14001 (Environment), OHSAS 18001 (Health & Safety), ISO 50001 (Energy) and ISO 9001 (Quality) standards.