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The Danish jewelry company Pandora gained fame and became a household name after launching its signature bracelet in 2000. Almost two decades after the married couple Per and Winnie Enevoldsen started their modest jewelry business in Copenhagen, importing goods from Thailand.
Their success in the Danish market led to the company's international expansion into the US market in 2003, followed by Germany and Australia.
Almost 20 years later, Pandora Thai jewelry is sold in 100 countries around the world through more than 900 concept stores, not to mention 10 other retail distributors worldwide.
It's funny that one is small charm bracelet promoted the brand to the center of public attention and provides 77% of the company's global sales.
How did it all happen?
You need to look at the evolution of the jewelry industry to understand success Pandora.
The Pandora bracelet popularized the brand thanks to its high-class look and relatively affordable prices in a market dominated by Tiffany&co and Cartier. The cost of a Pandora bracelet starts at 35 dollars, and the buyer can assemble his own unique bracelet from more than 800 unique charms.
Numerous reviews about the bracelet tell us that everyone will find something for themselves here, and most customers are delighted after making a purchase.
But not only they are in demand on the market today. Pandora jewelry, reviews and reviews of which are mostly owned by women and girls, are also in great demand.
Long gone are the days when the beautiful half of humanity received new jewelry only as gifts from husbands or other influential people. Today, with the growth of purchasing power, women often buy them on their own. This fact is still largely ignored by traditional jewelry brands.
The Danish company represents the brand from a favorable side, precisely in the eyes of women. It also popularizes bracelets, chains, rings, necklaces from the jewelry house Pandora. Reviews that have much more positive ratings than, for example, Tiffany & Co. Despite the fact that the brand is not perceived as negative, it looks somewhat old and traditional.
Pandora strategy
Striving to go beyond bracelets, the company is actively promoting a line of rings and necklaces.
The brand has close ties with objects that immortalize time and people. It is an opportunity to materialize memories dear to the heart and carry them into the future. Continuing to focus on women in the new millennium, Pandora also launched a global campaign called "Do", proving that no matter where you are in the world, there are values that are shared by the entire female half of humanity.
Today's consumers expect that they will have a point of view and a voice. Pandora's voice is what inspires women to be honest with themselves and be able to express themselves. Therefore, their products will remain at the peak of popularity for many years.
