Pandora, the world’s largest jewellery brand, announced today a new line of platinum-plated jewellery, diversifying its materials portfolio and aiming to reduce reliance on silver. The move, unveiled on April 2nd, 2026, signals a shift towards precious metal alternatives and a commitment to hypoallergenic offerings, according to a company statement.
The Danish company, founded in 1982 by goldsmith Per Enevoldsen and his wife Winnie in Copenhagen, has grown from a local jeweller to a global retailer with over 6,800 points of sale in more than 100 countries. Pandora currently employs approximately 33,000 people worldwide, with a significant portion – over 4,000 skilled artisans – based in its crafting facilities in Thailand.
Jeerasage Puranasamriddhi, chief supply officer of Pandora, emphasized the importance of Thailand to the company’s operations, stating that a visit to the country is essential to understanding and appreciating Pandora’s craftsmanship. The company’s facilities in Lamphun, northern Thailand, serve as a central hub for jewellery production, alongside an Innovation Centre in Bangkok.
This latest product launch follows Pandora’s 2021 decision to exclusively use lab-created diamonds, a move lauded by sustainability advocates. The platinum-plated line is as well certified water- and tarnish-resistant, further enhancing its durability and appeal. The company anticipates launching the collection first in the United Kingdom, with plans for expansion to other markets in 2026.
In January 2026, Pandora was recognized by Corporate Knights as the world’s most sustainable consumer brand, ranking second overall globally. This recognition underscores the company’s ongoing efforts to integrate sustainability into its business model, including science-based targets to reduce greenhouse gas emissions by 50% across its operations and value chain by 2030.
The company also announced the appointment of Philippa Newman as its new Chief Product Officer, effective March 9th, 2026. Newman will report directly to CEO Berta de Pablos-Barbier and join Pandora’s Executive Leadership Team.
Pandora’s shares are listed on the Nasdaq Copenhagen stock exchange. The company reported sales of DKK 28.136 billion (approximately EUR 3.77 billion) in 2023. The company maintains a vertically integrated business model, overseeing design, manufacturing, marketing, and direct sales in most markets.
