Pandora
The Copenhagen jewellery company known for its charm bracelets, sold in more than 100 countries.
- Founded
- 1982
- Founded by
- Per Enevoldsen and Winnie Liljeborg
- Company
- Pandora A/S
- Based in
- Copenhagen
Pictures © Pandora A/S, from pandoragroup.com.
Why it is renowned
Pandora is the world's largest jewellery brand by items sold.1 A Danish company based in Copenhagen, it sells its jewellery in more than 100 countries through some 7,000 points of sale, among them more than 2,800 concept stores: about 112 million pieces a year.2 After the charm bracelet was launched in Denmark in 2000, Pandora entered the United States and Canada in 2003 and Australia and Germany in 2004.3 It has been listed on Nasdaq Copenhagen since 2010.3
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.3 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.3 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.4
Works
What to know it by
- Charm bracelet32000A bracelet built up with individual charms
- Compose earrings32007discontinuedEarrings made to combine
- Murano glass charms4Glass charms shaped and finished by hand
Sources
- Pandora opens world's biggest jewellery plant in Vietnam, RTE. rte.ie, read 1 October 2026.
- About Pandora. pandoragroup.com, read 2 October 2026.
- History, Pandora Group. pandoragroup.com, read 1 October 2026.
- Craftsmanship, Pandora Group. pandoragroup.com, read 2 October 2026.
Checked 2 October 2026, against the maker's own pages.