📈 Pandora, the World’s Largest Jewellery Brand, Shifts Strategy

Pandora, the Danish jewellery company known globally for its mass‑market silver charm bracelets and accessories, has announced a major shift in its product materials in response to soaring silver prices. The company is reducing its reliance on sterling silver — traditionally its main raw material — and moving toward platinum‑plated jewellery and mixed metals to stabilize costs and protect profit margins.

💰 Why the Change Is Happening

Silver prices have surged sharply over the past year, causing raw material costs to rise significantly for manufacturers. This rise has squeezed profitability for companies heavily dependent on silver.

To reduce exposure to the volatile silver market and protect its business, Pandora plans to introduce platinum‑plated versions of its popular products, using a lighter platinum alloy rather than relying solely on silver.

The company is gradually cutting silver’s share in its product mix and potentially reducing it further over time, with platinum and other metals playing a larger role in new designs.

📊 Market and Brand Impacts

This shift comes as silver has hit record highs and remained elevated, making it a costly material for large‑volume jewellery producers.

Pandora’s operating margins and strategic direction are being recalibrated to factor in these high commodity costs, with platinum seen as a more stable but still premium alternative.

The move has also influenced Pandora’s stock and investor sentiment, as the brand seeks to maintain appeal while managing costs.

📌 Broader industry Trend

Pandora’s decision reflects wider pressures in the jewellery sector, where precious metal price volatility — not just in silver, but also gold — is prompting designers and brands to explore alternative materials, plated products, and new revenue strategies.

 

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Kokila Chokkanathan

10/02/2026 12:04 PM