This creative duo knows very well what young people look for when buying a piece of jewelry

The creative directors of Pandora, the duo formed by Francesco Terzo and A. Filippo Ficarelli, say that to turn any jewel into a timeless icon, the piece in question meets two requirements: to be recognizable and capable of producing emotions. They know what they are talking about. Few jewels are as easy to identify as the silver bracelets of the Danish brand. Those full of charms that symbolize and condense vital moments worth remembering on a daily basis and that, since their launch twenty years ago, have become the most evident proof of how personalization is the field in which one knows how to move best. Pandora: they can be purchased in more than 700 shapes and colors.

Creating the jewel that everyone wants is precisely the concept from which Pandora Me starts, a line launched in 2019 with the purpose of satisfying the tastes of generation Z, and which now presents a new collection. "We see the endless possibilities for customization that this new installment offers as a catalyst for self-discovery: a way to express yourself and tell your personal story," Terzo and Ficarelli explain by email. His words are translated into bracelets and necklaces with powerful links, hoop earrings and groupable rings that, thanks to interchangeable connectors, offer the possibility of making each piece in the image and likeness of whoever wears it. Also in mini pendants with smiling faces, llamas or words in English such as 'blessed' or 'freedom' that are a nod to the emoji generation and represent their interactions and ways of relating on social networks. "When designing, we were inspired by the diversity and aesthetic inclusion of the Z. We wanted to connect with that community driven by creativity and imagination," they say.

The purpose of the new Pandora Me collection – “to create your own personal style and change it whenever you want” – is embodied by a group of ambassadors who speak the same language as their potential buyers. Addison Rae –one of the indisputable references of generation Z, who rose to fame thanks to TikTok and brings together more than 85 million followers on this social network–, the British singer Charli XCX, the dancer Donté Colley and the artists Beabadoobee and Cecilia Cantarano are the visible faces of the campaign. "We are inspired by the way in which music can be a form of creativity for individual self-expression, but also a vehicle for building communities," they point out when asked about the choice of faces linked to the music industry as the image of the collection ( in Spain the singer Ana Mena is the ambassador). "During the creative process we surrounded ourselves with music that served to provide a soundtrack to the cultural landscape of this generation," they add.

Francesco Terzo and A. Filippo Ficarelli joined Pandora in 2018 with the aim of devising collections that went one step beyond charms. With previous experience in firms such as Ralph Lauren, Dior or Hood by Air, the duo knows the keys to conquer the younger public, a desire in which fashion and accessory brands are putting all their efforts. As they say, for the new generations, "jewelry is a form of individualism". Thus, without forgetting the heritage and DNA of Pandora, they continue to write their history with a collection that "empowers and encourages people to be themselves by reflecting their identity through jewelry." Another essential requirement to create icons.