Pandora: "The quality of the jewelry and its handmade component are the great demands of the client"
- Servula Good
In 2008, the Danish company Pandora opened its first boutique in Spain. Shortly after, he revolutionized the national and international jewelry market with his star piece: the personalized bracelet with charms -small beads made of sterling silver, gold, Murano glass or wood-.
Today, it maintains its position as an affordable luxury firm, with more than 600 points of sale -50 of them, its own boutiques- between Spain, Andorra and Gibraltar. Recently, Pandora has shown its most human side by launching, together with the Sandra Ibarra Cancer Solidarity Foundation, a study on the importance of enjoying every moment of life, which is part of the Every moment is a gift campaign.
What objectives does the study pursue?
We live in an accelerated way, always thinking about the next thing, which prevents us from living and enjoying the present. For this reason, the purpose of the report is to highlight the importance of living in the present and intensely enjoying those small spaces of happiness that occur, even in adversity, and that help us move forward.
Could you briefly tell us about the history of the firm?
Per Enevoldsen and his wife founded their jewelry store in Denmark in 1982. Later, due to growth, it became Pandora. Both traveled to Thailand and personally selected the pieces. Due to the increase in demand, the company begins to focus its activity on wholesale. In 2005, after the successes and demand obtained, they decided to found their own factory in Gemópolis (Thailand) to be able to participate in the creative process of their jewels. Today, Pandora is known worldwide for creating a new concept of jewelry, made by hand, using the best natural materials and always taking care of every detail to a minimum.
The personalized bracelet to which charms are added, is it perhaps the hallmark of the firm?
Exactly that's it. It is the iconic jewel and continues to be the most representative of the firm, but Pandora is increasingly known for its jewelery universe where its other lines of jewelery are gaining more prominence: rings, earrings, necklaces and the new locket pendants.
Have firms like Pandora contributed to bringing the world of fine jewelry closer to the younger public?
Yes, patronage projects such as MFSHOW LAB by Pandora, where we support promising young designers, make us a showcase for the new generations. In addition, our universe of jewelry is very aware of the latest trends in fashion, which means that any woman of any age can feel identified with our jewelry.
How have the demands of jewelry customers evolved in recent years?
Mainly in the values, quality and craftsmanship of its products. More and more quality is demanded at an affordable price.
What is the position of the firm in Spain?
Right now Pandora is in an excellent moment. Thanks to the demand of our clients, we are in a very important expansion project.
What are the company's plans for the future?
Pandora invests in its employees by creating environments and methods to seek maximum efficiency in the processes, since all the pieces have a handcrafted finish. The company researches through studies what it is that likes, matters and motivates women around the world, making them feel unique. Awareness and social responsibility are other major pillars of the company.
