Pandora
Pandora A/S · Denmark
Pandora is a Danish jewellery company founded in Copenhagen in 1982 and listed on Nasdaq Copenhagen. Best known for customisable charm bracelets, it describes itself as the world's largest jewellery brand, selling in more than 100 countries, and has been led by chief executive Berta de Pablos-Barbier since January 2026.
| Founded | 1982, Copenhagen |
|---|---|
| Founders | Per and Winnie Enevoldsen |
| Listing | Nasdaq Copenhagen |
| Headquarters | Copenhagen, Denmark |
| CEO | Berta de Pablos-Barbier (since January 2026) |
| Revenue 2025 | DKK 32.5 billion |
| Website | pandora.net |
What is Pandora?
Pandora A/S designs, manufactures and markets accessible luxury jewellery, including charms, bracelets, rings, earrings and necklaces. The company is headquartered in Copenhagen and its shares trade on Nasdaq Copenhagen. On 1 January 2026 Berta de Pablos-Barbier succeeded Alexander Lacik as chief executive.
History
Goldsmith Per Enevoldsen and his then wife Winnie founded Pandora in Copenhagen in 1982, initially importing jewellery from Thailand. In 1987 the company stopped retail and became a wholesaler, and in 1989 it began its own production in Thailand. Its patented charm bracelet concept launched in 2000 and became the basis of international growth.
Private equity firm Axcel bought a 60 percent stake in 2008, and Pandora listed in Copenhagen in 2010 in one of Europe's largest initial public offerings that year. Franchising began in Australia in 2009 and online sales in Europe in 2011. In 2021 Pandora stopped using mined diamonds and switched to lab-grown stones.
Products and positioning
Pandora sits in the mid-market and positions itself as accessible luxury. Its range includes:
- Charms and charm bracelets, often in licensed collaborations such as Disney
- Rings, earrings and necklaces
- Pandora Lab-Grown Diamonds collections
- Jewellery made, according to the company, with 100 percent recycled silver and gold
Business model and distribution
Pandora is vertically integrated, designing jewellery in Copenhagen and crafting it at its own facilities in Thailand. It sells through about 7,000 points of sale, including more than 2,800 concept stores operated by Pandora or franchise partners, plus wholesale accounts and its own e-commerce. The group reports revenue of DKK 32.5 billion (EUR 4.4 billion) for 2025.
Why it matters
Pandora shows how a single, collectable product concept combined with controlled manufacturing and a global store network can create scale in a fragmented jewellery market. Its moves on recycled metals and lab-grown diamonds have been influential for mass-market jewellery.
Frequently asked questions
Who owns Pandora?
Pandora A/S is a public company listed on Nasdaq Copenhagen, so it is owned by its shareholders. It was taken public in 2010 after private equity firm Axcel had acquired a majority stake from the founding family in 2008.
Where is Pandora jewellery made?
Pandora designs its jewellery in Copenhagen and crafts it at its own production facilities in Thailand, where it has manufactured since 1989.