Pandora is famous for its elegant twist to the classic charm bracelet (introduced in 2000). But behind their journey to become a world-renowned jewellery company is a simple story of a Danish goldsmith and his wife wanting to share their creations with the world.
In 1982, Per Enevoldsen and his wife Winnie established a modest jeweler's shop on Norrebrogade in Copenhagen, Denmark. As demand for their products gradually increased, their focus shifted to the wholesale business, and by 1987 they discontinued their retail activities all together. They hired Lone Frandsen as designer for their first Pandora Jewellery line, creating what was to become Pandora's distinctly unique design. In 1989, Pandora opened its manufacturing line in Thailand (called Pandora Productions) and sold its jewellery products wholesale. In 1996 Lisbeth Enø Larsen, a goldsmith, joined the company, and together with Frandsen, created its signature jewellery line, including the famous customized Pandora charm bracelets.
By 2000, their charm bracelet concept was introduced to the Danish market, and it quickly took off, with demand for Pandora charms going through the roof. Encouraged by this response, Pandora Jewellery was launched in the US in 2003 and entered the German and Australian markets in 2004. As demand grew, fuelled by third party distributors across Europe, the company decided in 2005 to build a large-scale production facility in Thailand. By 2006, Pandora opened the first PANDORA store in Germany, which was quickly followed by other stores in Denmark, Australia, Switzerland, US and Canada. With Thailand proving to have very strong production capabilities, Pandora opened a second manufacturing shop in August 2008 and a third in March 2010, further enhancing its production.
Today, Pandora employs more than 2,500 people and operates and manages a vertical business model with in-house design and production, complete control of its marketing and direct distribution worldwide. Its current collection of over 1,800 unique jewellery designs are sold in over 260 Pandora branded concept shops globally and through third-party distributors to around 10,000 points-of-sale in six continents in over 47 countries
Pandora combined versatility with fashion to bring us the jewellery we have come to know and love. Their mission then - as it is today - is to offer everyone a fascinating world of high quality and hand-crafted jewellery that is genuine and personal. Inspired by Greek mythology, PANDORA encourages men and women alike to display their individuality and creativity, to tell the world their stories of hope, love and life using Pandora bracelets, necklaces and earrings. With pendants and charms made of gold and sterling silver, Murano glass beads, precious gems and birthstones, everyone can have an unforgettable collection of their own special and life-changing moments in their hands.
Charm bracelets have been fashionable and worn throughout the ages.
Shells, animal-bones and clay were used to make jewellery charms by prehistoric man and as early as 75,000 years ago, there is evidence from Africa that shells were used for adornment. Even Queen Victoria wore charm bracelets that started a fashion among the European noble classes!
The Pandora style charm bracelet system, which originated in the Norrebrogade area of Copenhagen in 1982, is a brilliant and modern version of a charm bracelet. Instead of hanging the charms and beads, they are drilled with a central hole and screw or slide onto a snake-chain bracelet. They are also interchangeable to allow wearers to create their own look.
The metal bracelet is divided into 3 or 4 segments, and fastens together with a bead shaped box clasp which closes seamlessly over the ends of the chain, and looks just like any other bead on your bracelet.
There are special beads called stopper clips which may be used to conceal the additional raised sections on the chain. They clip onto the raised sections and fasten similarly to the box clasp.
A Safety Chain may also be used for added security.
There are numerous other types of clasps used for the Pandora style bracelet which include a lobster claw clasp or toggle clasp.
The charms can be made from various types of metal, ranging from alloy to sterling silver; silver plated to gold plated, and come in many different shapes, such as prams, animals, teapots, four-leaf clovers and many more. There are charms called spacers which are usually plainer and can have embedded stones, and/or enamel colours.
The glass beads have a single or double central core which measure approximately 4cm - 5cm. They can be made from alloy, sterling silver, silver plated or gold plated. They come in a wide variety of styles, including but not limited to ceramic, faceted, cats eye, silver and/or gold foil, Rondell, Murano glass rhinestone, metal and dangle charms.
The Pandora style bracelet system is a great gift idea for friends or loved ones. They can expand on their collection, buying additional charms and beads to create their own combinations, or in memory of special times and occasions in their lives.
