PANDORA Story

 

1982-1999: The early years 

It all started 30 years ago, in 1982. In a small jeweller’s shop in modest surroundings in Copenhagen, Denmark, Danish goldsmith Per Enevoldsen and his wife Winnie began the journey of what would one day become PANDORA.

In 1987, after several successful years as wholesalers, the retail activities were discontinued and the company moved to larger premises. In 1989, the company decided to start manufacturing its jewellery in Thailand.

 

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 – today the company’s largest market – and Germany and Australia in 2004. In 2008, Axcel acquired 60 percent of PANDORA, and two years later, in 2010, PANDORA was listed on the NASDAQ OMX Copenhagen Stock Exchange.

 

 

PANDORA’s products are sold in more than 65 countries on six continents through over 10,000 points of sale, including more than 750 concept stores. PANDORA has 12 offices around the world and employs over 5,800 people, of whom 3,900 are located in Gemopolis, Thailand, where the company manufactures its jewellery.

 

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.

 

1982 Per and Winnie Enevoldsen founded PANDORA in Copenhagen, Denmark 

1987 PANDORA hired its first in-house designer

1989 PANDORA started manufacturing jewelry in Thailand

2000 PANDORA launched its charm bracelet concept in Denmark

2003 PANDORA entered the US market

2004 PANDORA entered the Australian and German markets

2005 PANDORA opened its own six-story manufacturing facility in Thailand

2008 A second manufacturing facility opened in Thailand

2010 PANDORA jewelry is available in over 55 countries across six continents

PANDORA public listing on Nasdaq OMX, Copenhagen

A third and fourth manufacturing facility opened in Thailand

2011 PANDORA’s total revenue was DKK 6.7 billion (approximately EUR 893 million).

 

 

PANDORA designs, manufactures and markets hand-finished and modern jewelry made from genuine materials at affordable prices.

 

PANDORA’s charm and bracelet concept includes more than 600 different charms and clips, which you can combine with our specially designed bracelets in sterling silver, 14k gold, leather or textile.

 

Pandora’s earrings collection allows you to combine your favorite hoop with your favorite pendant, creating your own distinctive look. The collection also includes a range of unique studs and hanging earrings to match any occasion.

 

Pandora’s offer a large selection of rings, including stackable rings with gemstones, stones and cultured pearls, giving you endless possibilities to mix and match the piece to fit any occasion.

 

Premium quality, stylish Swiss-made watches adorned with a heat enhanced black diamond in the crown. The collection includes interchangeable watches, enabling you to combine bezels and straps to create your own unique and personal timepiece

 

Our range of necklace and pendants covers a great variety of materials and design and two-tone necklaces and add pendants and clips to express your personal style.

 

In August 2011, Crystal Jade Co., Ltd brought Pandora to Vietnam and there are 3 Pandora stores in both Ho Chi Minh City and Hanoi up to now and two more stores will be opened in Hanoi and Ho Chi Minh City in 2013.