Pandora

Why it is renowned

Pandora calls itself the world's largest jewellery brand: its jewellery is sold in more than 100 countries through some 7,000 points of sale, among them more than 2,800 concept stores, and it sold 112 million pieces in 2025.¹ The charm bracelet, launched in Denmark in 2000, took it to the United States and Canada in 2003 and to Australia and Germany in 2004.² It has been listed on Nasdaq Copenhagen since 2010.²

The story

The goldsmith Per Enevoldsen and his wife Winnie Liljeborg opened a small jeweller's shop in Copenhagen in 1982, first called Populair Smykker, and imported jewellery from Thailand.² In 1987 they gave up retail for wholesale and hired their first in-house designer, and in 1989 Pandora began making its own jewellery in Thailand.² Pieces are designed in Copenhagen and hand-finished at its workshops in Thailand and Vietnam, and since August 2024 all of its silver and gold is recycled.³

What to know it by

• Charm bracelet2000A bracelet built up with individual charms
• Compose earrings2007Earrings made to combine
• Murano glass charmsGlass charms shaped and finished by hand