History
Pandora’s story is about a company with a distinctive brand and products that, in just a few years, has made the exceptional journey from a local Danish jeweller’s shop to a world-leading, global jewellery company present in more than 100 countries.
THE EARLY YEARS
1982
It all started in 1982. In a small jeweller’s shop in modest surroundings in Copenhagen, Denmark, Danish goldsmith Per Enevoldsen and his wife Winnie Liljeborg began the journey of what would one day become Pandora. The business was originally called Populair Smykker – or “Popular Jewellery”.
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.
1987
After successful years as wholesalers, Pandora discontinued its retail operations, relocated to larger premises, and welcomed its first in-house designer, marking a shift towards creating unique jewellery.
1989
Pandora started manufacturing its jewellery in Thailand
BUILDING INTERNATIONAL PRESENCE
2000
Pandora launched its charm bracelet concept in Denmark. Due to its growing popularity, 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.
2003
Pandora entered the American and Canadian markets
2004
Pandora entered new, large markets, including Australia and Germany
2005
Pandora opened its first large scale, fully owned production facility in Gemopolis, Thailand
Pandora established its presence in the UK and in Spain
2007
Pandora launched its Compose earrings concept
2008
Axcel acquired 60% of Pandora
Pandora inaugurated its second production facility in Thailand Pandora launched LovePods
2009
Subsidiaries established in the UK, Hong Kong and Poland Pandora launched Liquid Silver
2010
Third and fourth production facility inaugurated in Thailand
Public listing on the NASDAQ OMX Copenhagen stock exchange
Pandora launched Black Crown Diamond Watches
Pandora entered new, large markets including Russia, Italy and China
Pandora acquired full ownership of its distribution in Australia and Central Western Europe
2011
New necklace concept launched
Pandora took over direct distribution in France
Pandora opened its store number 100 in Asia
The company appointed its first Chief Creative Officer
Pandora reached +1 million on Facebook and +2 million
Pandora Club members
2012
Pandora celebrated its 30th anniversary
New pavé products launched
2013
The Pandora ESSENCE COLLECTION was launched
Opened concept store no. 1,000
2014
Pandora signed a strategic alliance with The Walt Disney Company
Ring sales reached 10% of Group revenue
2016
New Lockets concept was launched
Opened concept store no. 2,000
2017
Opened new crafting facility in Lamphun, near Chiang Mai, in Northern Thailand
2018
New Leadership in Energy and Environmental Design (LEED) Gold crafting facility inaugurated in Gemopolis, Thailand
2019
Pandora kicks off global brand relaunch
Entered a long-term partnership with UNICEF
BRAND EVOLUTION SPARKS SOLID GROWTH
2020
Pandora launches its Digital Hub close to its global headquarters in Copenhagen, Denmark
2021
First lab-grown diamonds collection launch in the UK made with 100% recycled silver and gold, and with lab-grown diamonds produced using 100% renewable energy
First EUR 950 million credit facility with an interest rate linked to two 2025 sustainability goals
2022
Lab-Grown Diamonds expand to the US and Canada
North American headquarters relocate to New York City
2024
Pandora opens its first flagship store in Copenhagen
Pandora is among Interbrand’s top 100 most valuable global brands
2025
Pandora opens more flagship stores in major cities like Las Vegas and London.
Financial Times ranks Pandora as the top Danish employer in Europe
PANDORA TODAY
Today, Pandora operates and manages a vertically integrated business model from in-house design and production to global marketing and direct distribution in most markets. Pandora’s products are available in more than 100 countries on six continents through more than 7,000 points of sale, including around 2,800 concept stores.
Announced in Davos this year, Pandora is ranked as the world’s most sustainable consumer brand recognised by Corporate Knights.