Pandora is a Danish jewelry company established in 1982 by Per and Winnie Enevoldsen. Starting as a small local jewelry shop in Copenhagen, Pandora rapidly grew into an internationally recognized brand, specializing in high-quality customizable jewelry. Pandora’s headquarters are located in Copenhagen, Denmark.

The company operates in more than 100 countries, with over 7,800 points of sale worldwide. Apart from its headquarters, Pandora also has regional offices in cities like Oslo, Shanghai, Los Angeles, and Bangkok. The main products offered by Pandora are charm bracelets, rings, necklaces, and earrings.

Their signature product, the charm bracelet, allows customers to personalize their jewelry by adding unique charms that hold sentimental value. Pandora’s products are known for their quality craftsmanship and contemporary designs, capturing the essence of modern elegance. On a global scale, Pandora has several noteworthy partnerships and subsidiaries.

In 2015, the company entered into a strategic alliance with The Walt Disney Company, introducing a collection of Disney-themed jewelry. Pandora has also collaborated with various renowned designers and artists, including UNICEF and famous actress Millie Bobby Brown. These partnerships have expanded Pandora's customer base and increased its brand recognition.

Pandora holds a strong market position, being one of the world's largest jewelry brands by sales revenue. In 2020, Pandora’s global sales reached approximately DKK 20 billion ($3. 2 billion).

The company faces competition from other renowned jewelry brands like Tiffany & Co., Swarovski, and Cartier. However, Pandora distinguishes itself by offering affordable luxury, appealing to a broader consumer base. In terms of major events, Pandora underwent a significant strategic shift in 2018.

The company decided to focus on its core business of affordable luxury jewelry and phased out its less profitable wholesale activities. This resulted in the closure of 700 unbranded stores, enabling Pandora to reallocate resources and invest in strengthening its brand image. As of the latest update, Pandora continues to thrive in the jewelry market.

The brand has successfully adapted to the growing trend of online shopping, with e-commerce sales constituting a substantial portion of its revenue. Additionally, Pandora continuously launches new collections and collaborates with influencers to maintain its market presence and strengthen customer engagement