Pandora enters exclusive platinum-plated jewellery

Pandora, the world's largest jewellery brand, today announces the introduction of jewellery plated with the precious metal platinum. The jewellery is certified hypoallergenic, water- and tarnish-resistant and will diversify and reduce the company’s commodity exposure to rely less on silver.

Pandora is expanding the range of precious metals used in its jewellery portfolio and will now offer platinum-plated pieces to customers globally. The strategic expansion is made possible thanks to a new plating technique that builds on the company’s unique PANDORA EVERSHINE™ metal-alloy core and enables the use of fine jewellery crafting methods with platinum plating.

 “I am very excited to introduce this important expansion adding a new precious metal to our collections. Our platinum-plated jewellery is crafted to the highest quality standards and reinforces Pandora’s leadership in accessible jewellery,” said Berta de Pablos‑Barbier, CEO of Pandora, adding:

“With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewellery that is exceptionally well-suited for everyday wear. The platinum-plated pieces deliver refined aesthetics, combining modern elegance with lasting beauty. This strengthens the resilience of our business, while allowing us to present new, finely hand-finished jewellery to the Pandora community. I am very much looking forward to presenting the first platinum‑plated pieces in just a few months.”

Volatility in global commodity markets has challenged the jewellery industry’s cost models, as the price of silver and gold has skyrocketed over the past year. By introducing platinum-plated products, Pandora will reduce its reliance on sterling silver while continuing to offer consumers high‑quality, desirable jewellery at accessible price points. Unlike silver, platinum does not tarnish and will keep shining even if worn to the beach, pool or for workouts. It is certified hypoallergenic and safe to sensitive skin.

The exclusive material platinum is highly regarded by consumers as a premium, precious white metal. In July 2025, Pandora conducted a large-scale consumer study with 23,000 participants, and 78% recognised platinum as a precious metal, compared to 69% for sterling silver.

In Q1 2026, Pandora will introduce a curated selection of best-selling bracelets in a platinum-plated version across 30 stores and e-com in Northern Europe. The pilot will inform a global launch in the second half of 2026, when Pandora will offer more platinum‑plated bracelets as well as a selection of charms.

Since 2024, Pandora has crafted its jewellery using 100% recycled silver and gold. Over the coming years, the company will gradually shift more metals, including platinum, to recycled sources to further reduce its environmental footprint.

PANDORA EVERSHINE™ was introduced in 2015 and has been validated through years of commercial use in Pandora’s gold-plated products. Now, the process has been optimised for platinum-plated jewellery, which allows the company to build on the same crafting principles that have defined the brand since 1982.

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ABOUT PANDORA 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 around 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.


CONTACT
For more information, please contact:

Christian Ingemann Bentsen Senior Manager, Media Relations +45 3139 8668 [email protected]

Johan Melchior VP, Media Relations & Public Affairs +45 4060 1415 [email protected]