The world of Pandora
Every day people around the world share facets of who they are and what matters to them through their Pandora jewellery.
Pandora is the world's largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is created to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery. Pandora jewellery is sold in more than 100 countries through 7,000 points of sale, including more than 2,800 concept stores.
Headquartered in Copenhagen, Denmark, Pandora employs around 39,000 people worldwide and crafts its jewellery with 100% recycled silver and gold. Pandora is committed to leadership in sustainability and has set out to halve greenhouse gas emissions across its value chain by 2030. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 32.5 billion (EUR 4.4 billion) in 2025.
OUR PURPOSE
WE GIVE A VOICE TO PEOPLE’S LOVES
As the world’s largest jewellery brand, we empower people to express their stories and passions through jewellery with a meaning. We offer accessible luxury, crafted from ¬ high- quality materials by our skilled people, available in more than 100 countries.
Our range of styles provides endless opportunities for personalisation, allowing people to show who they are and what holds a special place in their hearts. As the leader in our industry, we embrace sustainable business practices to protect our company, our people and the environment for generations to come.
Pandora at a glance
Pandora began in Copenhagen, in a small goldsmith’s shop in 1982 and was founded by Per (Enevoldsen) and Winnie (Liljeborg). The business was originally called Populair Smykker - or “Popular Jewellery”.
FROM HUMBLE BEGINNINGS TO A GLOBAL BRAND
The Pandora story is a company with a distinctive brand and products that in just a few years has made the exceptional journey from a local danish jeweller’s shop to a world-leading, global jewellery company present in more than 100 countries.
PANDORA JEWELLERY IS MADE WITH CARE AND ATTENTION TO DETAIL
The magic happens at our crafting facilities in Thailand and Vietnam, where we combine centuries-old crafting traditions and high-quality materials with modern production techniques.
Every piece is hand-finished by skilled craftspeople, combining traditional craftsmanship with modern technology.
Today, every Pandora piece is crafted using 100% recycled silver and gold. This reduces reliance on newly mined metals and our environmental impact.
SHAPING THE FUTURE OF ACCESSIBLE LUXURY
We believe high-quality jewellery, strong business performance and high ethical standards go hand in hand, and we craft our jewellery with respect for resources, environment and people.
Our talented people are at the heart of our brand
At Pandora, we strive to foster a workplace culture that supports retention and builds on the diversity and richness of our global workforce. Pandora employs around 39,000 people worldwide representing roughly 150 nationalities and covering career paths across stores, crafting, distribution, and corporate functions.
Everything we do is made possible by our people. Across design, innovation, craftsmanship, retail and technology, we encourage initiative, celebrate leadership and empower everybody to make a difference.
Discover the awards that highlight our achievements
Pandora is proud to be recognised worldwide for our jewellery craftsmanship, innovation, and commitment to sustainability.