Pandora has donated $5.8 million to UNICEF


Donation is result of UNICEF Denmark’s largest product-based partnership.

Today, Pandora provided a status on its partnership with UNICEF and committed to continue its support of the global child rights organisation, as the partnership enters its third year. The partnership— which raises funds through donations and special jewellery collections—has so far raised $5.8 million and helped UNICEF reach a key target of providing more than 10 million children and young people with opportunities to learn, express themselves and find work in the future.

The funds support UNICEF programmes for education, gender equality, rights awareness, personal empowerment and civic engagement as well as UNICEF’s core work across the world to ensure that every child survives, thrives and is ready to fulfil their potential. Part of the funds have also contributed to UNICEF’s COVID-19 response.

“The world is home to 1.8 billion young people who represent our future. By supporting UNICEF’s great work we hope to help young people in need with for example emergency aid, education, rights awareness and life skills so they can change the world for the better. We are very proud of this partnership,“ said Mads Twomey-Madsen, VP Communications & Sustainability at Pandora.

“Pandora’s contribution to UNICEF’s core resources helps us to direct support wherever and whenever the need is greatest—achieving the most impact for children,” said Carla Haddad Mardini, UNICEF Director of Private Fundraising and Partnerships. “Over the past two years our global partnership has driven fantastic results and, together with Pandora, we can continue to give young people, especially girls, the tools and opportunities they need to pursue their passions and fulfil their full potential.”

To mark World Children’s Day on November 20th, Pandora has released a limited-edition ‘Dreams of the Future Crayon’ dangle charm. Nearly 200 children of the Pandora family were invited to share what their hopes and dreams of the future look like, and their drawings and stories inspired the charm. With each sale, Pandora will donate €15 to UNICEF.

For more information on the Pandora for UNICEF partnership and the new charm celebrating World Children’s Day, please visit:

Pandora support for UNICEF

Pandora allocates 50% of its donation to UNICEF’s core resources to meet unforeseen humanitarian crises and support its every day work. Across 190 countries, UNICEF is on the ground, bringing lifesaving help and hope to children and families, before, during and after humanitarian emergencies such as providing vaccines, supporting child health and nutrition, safe water and sanitation and the protection of children and adolescents from violence and exploitation.

The other half of the funding supports specific initiatives including the UPSHIFT and Skills4Girls programmes. UPSHIFT provides education and empowerment in different settings – ranging from youth innovation labs to schools and non-formal education centres – and is currently implemented in 38 countries.  The Skills4Girls programme aims to create opportunity for girls and ensure their equal participation in the labour force. Some examples of UNICEF results that Pandora has supported:

UNICEF trained more than 5,000 community volunteers, who act as role models and provide knowledge on child health and nutrition in Burundi’s local communities. The volunteers reached 100,000 children throughout five provinces.

With support from Pandora, UNICEF was able to improve physical education for 336,000 students in 500 rural schools. Throughout 2020, UNICEF has also worked to minimize the consequences of COVID-19 on
children’s education in China by providing online channels for learning and assistance in planning a safe re-opening of schools.

Nearly two million Guatemalan children aged 13-24 are not attending school because of poverty, socio-cultural backgrounds, and gender norms. With Pandora’s help, UNICEF’s Dreamcatcher programme aims at promoting alternative secondary education for young people.

Child labour, gender-based violence, child marriage, and rising mental health issues are among the main focus areas for UNICEF in Nepal. With support from Pandora, UNICEF provides cash assistance, family reintegration, and psychosocial counselling. So far, 14,000 children in need of help have been identified – 2,000 of whom have already been assisted.

With support from Pandora, UNICEF Serbia has established a programme that works to
increase the employability of approximately 2,000 adolescents from the most marginalized groups in Serbia.


About Pandora
Pandora is the world’s largest jewellery brand. The company designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 6,700 points of sale, including more than 2,600 concept stores.

Headquartered in Copenhagen, Denmark, Pandora employs 26,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. Pandora is committed to leadership in sustainability and has set science-based targets to reduce greenhouse gas emissions by 50% across its own operations and value chain by 2030. The company is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 19.0 billion (EUR 2.5 billion) in 2020.

For more information, please contact:

Johan Melchior
Director External Relations
+45 4060 1415


Philip Toscano
Partnership Communications Specialist
+45 31 51 0408