Pandora (jewelry)

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Pandora A/S
Type Publicly traded Aktieselskab
Industry jewellery
Founded 1982
Headquarters Glostrup, Denmark
Area served Europe, North America, Middle East, Africa, South and Central America, Asia Pacific
Key people Allan Leighton (Chairman), Björn Gulden (President and CEO)
Products Earrings manufacture and retail
Revenue 6.666 billion (2010)[1]
Operating income € .416 billion (2010)[1]
Profit € 1.846 billion (2010)[1]
Total assets € 35.959 billion (end 2010)[1]
Total equity € 4.315 billion (end 2010)[1]
Employees More than 8,500 employees

Pandora A/S (stylized as PANDORA) is a jewellery company founded in Denmark. It sells charm bracelets, rings, earrings, and necklaces in more than 80 countries. It is headquartered in Glostrup, a suburb of Copenhagen in region Hovedstaden in Denmark.


Pandora was founded in 1982, in a jeweller’s shop in Copenhagen, Denmark, by Per Enevoldsen, a danish goldsmith and his wife Winnie. When the demand for their products increased, the couple shifted their focus to the wholesale business. In 1984, the couple opened a production facility in India, Pandora Productions, and hired designer Lone Frandsen to help create a jewelry line. In 1996, Pandora — strictly a wholesale dealer by then — hired its second designer, goldsmith Lisbeth Enø Lochte, who worked with Frandsen to create Pandora’s signature style and customizable charm bracelet.[2] The private equity investment firm Axcel purchased 60% of the company in March 2006. That same year Pandora launched its first store in Hamburg, Germany, followed by locations in  Turkey,  Iran,  Australia,  Egypt,  Taiwan,  Poland and Argentina. Pandora employs more than 2,500 people.[2] The company was sold through an IPO on October 5, 2010.[3][4]


Bracelets and Charms[edit]

Pandora bracelets,[5] introduced in 2000, have a patented threading system, US 7007507  "Necklaces and bracelets with keepers", that allows charms to be placed, added and rearranged. Pandora has created more than 800 handcrafted charms, available in sterling silver, 14k gold, murano glass,wood and white gold along with semi precious stones like amethyst, onyx and pearls . sometimes with semi-precious stones or precious gems. Other accessories for the bracelets include spacers and clips, which secure the loose beads in place and prevent them from falling off the bracelet when it is opened. It also helps with the distribution of weight allowing for minimal stretching. Pandora charms retire after several years of release.

Pandora donates a portion of proceeds from some charms to nonprofit partners, including Susan G. Komen for the Cure[6] and the Institute for OneWorld Health.[non-primary source needed]

Pandora's “Stories" jewelry line features rings, earrings, necklaces and toe rings that coordinate with Pandora's charm selection.


In 2008, Pandora introduced “LovePods” jewelry made of 18k gold and gemstones such as diamonds, amethyst, peridot, citrine, spinel and topaz. LovePods rings are designed to be combined. Designed by goldsmiths Mads Trolle and Lee Antony Gray, the line includes station-style[clarification needed] necklaces, pendants, bracelets and earrings.


In 2010 Pandora released a line of German watches. There are ten types of watches,[7] all have a black diamond in the crown, sapphire glass to prevent scratching (except double oblong) and are German made. The trademark ability to interchange Pandora jewellery is done in the watch collection by the changing of bezels and straps on watches.

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