Pandora charms the Me collection explained

The Danish jeweller began in 1982 as a jeweller’s shop in Copenhagen

Pandora is the jewellery brand that had – and has – queues snaking outside its doors as crowds eagerly gathered to buy up its charm-laden bracelets. But there’s actually more to it than that. The Danish jeweller began in 1982 as a jeweller’s shop in Copenhagen set up by Per Enevoldsen and his wife Winnie.

Originally it was more of a wholesaler – the husband and wife would travel to Thailand and import products to Denmark for clients. In 1987, there was a bit of a change to this successful model. Retail activities ceased, the company moved to larger premises but more importantly the first in-house designer joined Pandora – it began to make its own jewellery. Come 1989, Pandora was manufacturing its jewellery in Thailand.

It was the charm bracelet that launched it. In 2000, it was introduced to the Danish market and was a hit. This encouraged the brand to enter new markets, such as the US in 2003, and Germany and Australia in 2004.

Pieces in the new Pandora Me collection

The charms have evolved over the years and include everything from strawberries to popcorn buckets and simply pretty or enchanting talismans.

Further manufacturing capabilities came in 2005 and 2008 with facilities in Thailand. A third and fourth arrived in 2010. Today, the brand is sold in more than 100 countries, on six continents, and has a reported 7,700 points of sale – which includes concept stores.

The idea behind the brand is to offer “women across the world a universe of high quality, hand-finished, modern and genuine jewellery products at affordable prices” with expression and individuality as key concerns.

In 2019, the actress Millie Bobby Brown – of Stranger Things fame – became a collaborator of the brand, with the Pandora Me collection. Further Pandora collections have included a Harry Potter theme, as well as a team-up with UNICEF.

The new Pandora Me collection

In October 2021, the brand launched Pandora Me, a collection of unique jewellery for a new generation: tapping into the power of Gen Z’s energy. The collection aims to empower and encourage self-expression, self-love and reflect every side of one’s personality. The community aspect is also important. Addison Rae and Donte Colley hosted a launch party in New York with performances by Charli XCX and Yaeji.  

A necklace from the new Pandora Me collection