Pandora launches new collection, PANDORA ESSENCE


The company expands its assortment as part of strategy to drive growth by broadening consumer perception of Pandora to a full jewellery brand.

Pandora, the world’s largest jewellery brand, today announced the global launch of PANDORA ESSENCE, a new contemporary and sculptural collection inspired by the beauty and simplicity of organic shapes from nature. The 50-piece collection is designed to be worn every day, all day, and features rings, necklaces and a great variety of earrings. PANDORA ESSENCE is crafted with high-quality materials like sterling silver, 14K plated gold, and cultured pearls. 

Expanding its collections across new aesthetics and in other materials and categories than its signature sterling silver charms and bracelets, is part of Pandora's growth strategy, Phoenix. The strategy aims to elevate brand desirability and change consumer perception of Pandora, from primarily offering charms and bracelets into a full jewellery brand. 

“We are excited to introduce our new PANDORA ESSENCE collection, featuring pearls and an effortless, organic aesthetic. Our customers have a broad set of needs, and by expanding our assortment, as a full jewellery brand grounded on special meaning, we can better enable them to express who they are and what they love. I am confident this gorgeous collection will attract more consumers to Pandora and drive further growth,“ says Mary Carmen Gasco-Buisson, Chief Marketing Officer at Pandora. 

To capture the PANDORA ESSENCE collection, Pandora has worked with award-winning photographer Craig McDean and model Jocelyn Corona as part of the BE LOVE campaign. Pandora has also continued its partnership with the visionary photographers and sisters, Tanya and Zhenya Posternak.

Following a successful pilot in the Netherlands, the PANDORA ESSENCE collection will be available in Pandora stores globally and at from May 15th



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 accessible price points 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 33,000 people worldwide and crafts its jewellery at three crafting facilities in Thailand using mainly recycled silver and gold. Pandora is committed to leadership in sustainability and is sourcing recycled silver and gold for all of its jewellery, just as the company has set out to halve greenhouse gas emissions across its value chain by 2030. The company is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 28.1 billion (EUR 3.8 billion) in 2023.

For more information, please contact:

Johan Melchior
VP, Media Relations & Public Affairs
+45 4060 1415

Lejla Charif
Manager, Media Relations & Public Affairs
+45 3165 6403