Pandora

Pandora company was founded in 1982 by a Danish goldsmith who opened a jewelry store in Copenhagen. Over the years, the company evolved from a retail business to a wholesale dealer, eventually launching the popular Pandora charm bracelet in 2000.

In 1987, Pandora discontinued its retail activities and moved to larger premises, focusing on wholesale to clients in Denmark. The company also welcomed its first in-house designer during this period.

In 1989, the first Pandora concept store was inaugurated in Hamburg, Germany, marking the beginning of a global phenomenon. This event paved the way for the opening of approximately 2700 Pandora stores worldwide.

In 2000, Pandora introduced its iconic charm bracelet to the global market.

Pandora jewelry was introduced in the United States and Canada in 2003, initially being distributed in gift shops and later in jewelry stores. The brand gained popularity and expanded its presence in North America.

In 2004, Pandora introduced charms detailed with stones, adding a new level of elegance and exclusivity to their product line.

In 2005, Pandora opened a large scale, six-story fully-owned manufacturing facility in Thailand to increase its production capacity. This facility still plays a central role in Pandora's current production and infrastructure.

In 2006, Pandora established its first fully owned manufacturing facility in Gemopolis, Thailand, marking a significant step in the brand's production capabilities.

The first Pandora concept store opened in Charlotte, North Carolina in 2007, marking a new phase for the brand. These concept stores exclusively sold Pandora jewelry and accessories, setting a trend for future expansions.

The Danish private equity group Axcel bought a 60% stake in Pandora from the Enevoldsen family in 2008. This acquisition reshaped the ownership structure of the company.

Pandora started its franchising model in Australia in 2009, further expanding its global presence.

In December 2010, franchise concept stores carrying Pandora brand jewelry and accessories were launched in the United States, marking a bright spot in the retail market. The stores offered a wide range of Pandora products including bracelets, rings, necklaces, and earrings.

In 2011, Pandora became the world's third-largest jewelry company in terms of sales, following Cartier and Tiffany & Co. The company experienced both challenges and successes in its market positioning.

In 2012, Pandora introduced highly detailed openwork charms with filigree patterns and hollow cores, adding intricate designs to their collections.

The Pandora ESSENCE COLLECTION was introduced in 2013, offering hand-finished charms that aimed to express inner values through elegant designs. The collection was later discontinued in 2019.

In October 2014, Pandora introduced their first Disney charm, marking a significant milestone and expanding their collection with themed charms.

In 2016, Pandora introduced the Pandora Rose collection, a line of jewelry crafted from a unique metallic alloy in a beautiful rose hue, appealing to a warm and feminine aesthetic.

In 2017, Pandora established a presence in Lamphun, expanding its reach to new markets and audiences.

In 2018, Pandora opened the Triple A facility in Gemopolis, Thailand, showcasing its commitment to production capabilities.

In 2019, Pandora announced and launched a magical Harry Potter collection, marking the beginning of a partnership with Warner Bros. Consumer Products. The collection was a significant collaboration for Pandora.

In early June 2020, Pandora revealed their plan to make all jewelry from recycled silver and gold to reduce greenhouse gas emissions. This move was part of their sustainability efforts.

In early May 2021, Pandora announced their decision to stop using mined diamonds and switch to lab-manufactured gems. The new diamond jewelry was initially introduced in the United Kingdom before being available worldwide in 2022.

Pandora inaugurates a cutting-edge production facility in Lamphun, Thailand, known for its exceptional resource efficiency.

By early 2025, Pandora aims to completely eliminate newly mined gold and silver from their production process and solely rely on recycled sources. This step further solidifies their commitment to sustainability.