The World of Pandora

Every day people around the world share facets of who they are and what matters to them through their Pandora jewellery.

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 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.

STACK AND STYLE: Danish supermodel and photographer Helena Christensen, wears her top picks of Pandora jewellery, with the vibrant Murano glass charms standing out.

OUR PURPOSE

WE GIVE A VOICE TO PEOPLE’S LOVES

As the world’s largest jewellery brand, we empower people to express their stories and passions through jewellery with a meaning. We offer accessible luxury, crafted from ¬ high- quality materials by our skilled people, available in more than 100 countries.

Our range of styles provides endless opportunities for personalisation, allowing people to show who they are and what holds a special place in their hearts. As the leader in our industry, we embrace sustainable business practices to protect our company, our people and the environment for generations to come.

Pandora’s Copenhagen flagship store, located in the city where the brand was born and still proudly rooted today.

Pandora at a glance

32.5 BN
DKK billion revenue
23.9%
EBIT Margin 2025
915M
Visitors to our stores and online channels
112M
Pieces of jewellery sold, corresponding to three pieces every second
39,000
Employees
44%
Women in senior leadership
100%
Recycled silver and gold used in our jewellery crafting as of August 2024

FROM HUMBLE BEGINNINGS TO A GLOBAL BRAND

The Pandora story is a company with a distinctive brand and products that in just a few years has made the exceptional journey from a local danish jeweller’s shop to a world-leading, global jewellery company present in more than 100 countries.

PANDORA JEWELLERY IS MADE WITH CARE AND ATTENTION TO DETAIL

The magic happens at our crafting facilities in Thailand and Vietnam, where we combine centuries-old crafting traditions and high-quality materials with modern production techniques.

SHAPING THE FUTURE OF ACCESSIBLE LUXURY

We believe high-quality jewellery, strong business performance and high ethical standards go hand in hand, and we craft our jewellery with respect for resources, environment and people.

PEOPLE AT THE HEART OF OUR BRAND

Ensuring a positive working environment for our employees across manufacturing, retail, distribution, and in our offices is a top priority and one of our fundamental responsibilities as an employer.

Discover the awards that highlight our achievements

Pandora is proud to be recognised worldwide for our jewellery craftsmanship, innovation, and commitment to sustainability.

The World of Pandora | About Pandora | Pandora Group