But added up, a fully-decked out bracelet with 20 charms can easily cost $500 or more. However, it’s made affordable by being sold in small bite-sized chunks priced starting from around $30 per charm. In effect, Pandora has always been an accessible luxury brand since it doesn’t sell costume jewelry, only fine jewelry made from precious silver and gold.
“Yet our customers want the luxury experience too, so that is where we needed to be.” We play in the middle of the market where affordability is incredibly important to our core customer,” he said. “We are an inclusive, not an exclusive brand. One of its core values is making fine jewelry accessible to all. It’s not just memories, but moments that can be yesterday, today or tomorrow.” And it can be something you aspire to do or aspire to experience. Our jewelry is embued with meaning so you can express something that is near and dear to you. “Pandora sees jewelry as more than a style accessory. All women have their individual stories to tell – a personal collection of special moments that makes them who they are.” Natural evolution of the Pandora brandĪs Lacik tells it, the new Brillance line is right on brand for Pandora. “Pandora’s mission – then and today – is to offer women across the world a universe of high-quality, hand-finished, modern and genuine jewelry products at affordable prices, thereby inspiring women to express their individuality. Pandora sees lab-grown diamond jewelry as a natural extension of its mission and vision and not just a cheap substitute for the “real” thing:
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