Pandora, the Danish jeweler, has opened 70 stores in Brazil over the past 18 months and is now focusing on consolidating its 161 units in the country. The company plans to rebrand and expand its market presence, aiming to become a more comprehensive player in the jewelry industry by offering a broader range of products beyond its signature charm bracelets.
“We’ve seen significant growth in Brazil. Now, our goal is to solidify that growth and update our stores as we experience a shift in the brand’s identity,” says Luciana Marsicano, Pandora’s new general director for Latin America.
Pandora’s charm bracelets have been a central product for the company, especially since the 1990s. The trend has seen a resurgence, particularly among Gen Z and millennials, fueled by influencer endorsements on social media. “Charm bracelets now make up over 50% of our global sales,” Marsicano says.
First introduced in the 2000s, the charm bracelet concept has created strong customer loyalty by allowing people to personalize their jewelry with charms that represent significant moments in their lives. “It’s like carrying your symbols with you,” Marsicano explains.
However, the growing competition in the global jewelry market has led Pandora to expand its offerings. In 2024, the company launched the “Essence” collection, which includes 50 new pieces designed for everyday wear. The collection features rings, necklaces, and earrings made from sterling silver, 14-carat gold plating, and cultured pearls, marking Pandora’s move to diversify its product range.
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