Pandora has collaborated with Amazon to successfully uncover and shut down a sophisticated criminal network responsible for selling counterfeit Pandora jewellery in several European countries.
26 JUNE 2025
PRESS RELEASE
The investigation was initiated in 2020 by Pandora's IP & Brand Protection team following a series of customs seizures. In a collaboration with Amazon's Counterfeit Crimes Unit, Pandora gathered evidence linking the activity to two sellers operating a large-scale counterfeit network out of China.
Pandora and Amazon together supported Chinese law enforcement executing a criminal raid and seizure of thousands of fake Pandora jewellery items. The case was prosecuted in court in Shanghai, which in March 2025 found the operators guilty of selling counterfeited items and sentenced them to five years in prison combined and significant fines.
"As the world's largest jewellery brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products. This successful collaboration with Amazon shows how impactful joint efforts can be in stopping counterfeiting operations. By combining our global brand protection expertise with Amazon's investigative capabilities, we supported local law enforcement in dismantling a sophisticated criminal network. This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver." -- Peter Ring, SVP General Counsel, Pandora
"By partnering closely with brands like Pandora and law enforcement agencies worldwide, we're stopping counterfeiters and holding them accountable in courts around the globe. Counterfeiting is one of the oldest crimes in history, and we're tackling it with our cutting-edge proactive tools and technology. Our collaboration with Pandora successfully dismantled a ring of bad actors, removing counterfeits from the broader supply chain. While we've made significant progress over the past five years, our mission remains clear--we won't rest until we drive counterfeits to zero." -- Kebharu Smith, Director, Amazon's Counterfeit Crimes Unit
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 6,800 points of sale, including more than 2,700 concept stores.
Headquartered in Copenhagen, Denmark, Pandora employs 37,000 people worldwide and crafts its jewellery using only 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 31.7 billion (EUR 4.2 billion) in 2024.