Pandora is famous for its elegant twist to the classic charm bracelet (introduced in 2000). But behind their journey to become a world-renowned jewellery company is a simple story of a Danish goldsmith and his wife wanting to share their creations with the world.
In 1982, Per Enevoldsen and his wife Winnie established a modest jeweler’s shop on Norrebrogade in Copenhagen, Denmark. As demand for their products gradually increased, their focus shifted to the wholesale business, and by 1987 they discontinued their retail activities all together. They hired Lone Frandsen as designer for their first Pandora Jewellery line, creating what was to become Pandora’s distinctly unique design. In 1989, Pandora opened its manufacturing line in Thailand (called Pandora Productions) and sold its jewellery products wholesale. In 1996 Lisbeth Enø Larsen, a goldsmith, joined the company, and together with Frandsen, created its signature jewellery line, including the famous customized Pandora charm bracelets.
By 2000, their charm bracelet concept was introduced to the Danish market, and it quickly took off, with demand for Pandora charms going through the roof. Encouraged by this response, Pandora Jewellery was launched in the US in 2003 and entered the German and Australian markets in 2004. As demand grew, fuelled by third party distributors across Europe, the company decided in 2005 to build a large-scale production facility in Thailand. By 2006, Pandora opened the first PANDORA store in Germany, which was quickly followed by other stores in Denmark, Australia, Switzerland, US and Canada. With Thailand proving to have very strong production capabilities, Pandora opened a second manufacturing shop in August 2008 and a third in March 2010, further enhancing its production.
Today, Pandora employs more than 2,500 people and operates and manages a vertical business model with in-house design and production, complete control of its marketing and direct distribution worldwide. Its current collection of over 1,800 unique jewellery designs are sold in over 260 Pandora branded concept shops globally and through third-party distributors to around 10,000 points-of-sale in six continents in over 47 countries
Pandora combined versatility with fashion to bring us the jewellery we have come to know and love. Their mission then – as it is today – is to offer everyone a fascinating world of high quality and hand-crafted jewellery that is genuine and personal. Inspired by Greek mythology, PANDORA encourages men and women alike to display their individuality and creativity, to tell the world their stories of hope, love and life using Pandora bracelets, necklaces and earrings. With pendants and charms made of gold and sterling silver, Murano glass beads, precious gems and birthstones, everyone can have an unforgettable collection of their own special and life-changing moments in their hands.