Pandora cuts plastic content in packaging


New bags and boxes are easier to recycle and have lower carbon emissions. 

Pandora is introducing new and improved jewellery packaging across its stores and online. Pandora carrier bags will no longer contain any plastic, and plastic content in jewellery boxes will be reduced by more than 75%. Without compromising on quality, the new packaging results in greenhouse gas emissions savings of over 60% compared to previously used packaging, and it is made with fewer materials, which increases its recyclability. All paper used in the packaging is FSCTM certified1, meaning that it comes from well-managed forests and recycled sources.

The new retail box designs are expected to reduce Pandora’s carbon footprint by 3,600 tonnes CO2e per year, equivalent to the annual emissions of 800 cars.  

“Pandora is committed to reducing its climate footprint along every step of the value chain, and we are working hard to ensure our materials are renewable, recycled or otherwise sustainable. We are excited to present our new beautiful and sleek packaging. It has already been tested with some of our customers and received highly positive feedback for its design, protection and recyclability,“ says Carla Liuni, Chief Marketing Officer at Pandora.

Switching to low-carbon packaging and point of sales materials will be crucial in helping Pandora reach its climate goals. Earlier this month Pandora committed to halve its greenhouse gas emissions by 2030 across its own operations and entire value chain of suppliers and business partners. The target has been approved by the Science Based Targets initiative and is the most ambitious in the jewellery industry to date. Pandora has also committed to reach net zero emissions by 2040.  

The new bags and boxes are available in the U.S. and in most stores in Europe and Asia. Rollout in other geographies will follow through 2021 and 2022, as Pandora uses up current inventory.

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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



1 FSC license code FSCTM N003610