Pandorasmycken och Pandoraberlocker har varit en stor samlarfluga i Sverige och stora delar av världen dom senaste 10 åren. Här är deras egen story
THE PANDORA STORY
THE STORY OF PANDORA IS A STORY TO REMEMBER. NOT ONLY IS IT A STORY OF A COMPANY WITH A DISTINCTIVE BRAND ALONG WITH DISTINCTIVE PRODUCTS, IT IS ALSO THE STORY OF A COMPANY THAT IN JUST A FEW YEARS MADE THE EXCEPTIONAL JOURNEY FROM A LOCAL DANISH JEWELLER TO A WORLD-LEADING INTERNATIONAL JEWELLERY COMPANY WITH SALES IN MORE THAN 47 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 Pandora company decided to start manufacturing its jewellery in Thailand.
2000-2009: BUILDING 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 was followed in March 2010 with the opening of PANDORA’s third facility also 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 47 countries on six continents. The PANDORA brand, and its collection of currently over 1,800 unique jewellery designs, is sold directly or through third-party distributors to around 10,000 points-of-sale worldwide, including more than 260 PANDORA branded 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.
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