Copenhagen, Denmark—Pandora has unveiled its latest jewelry collection, “Essence,” which offers a modern twist on classic pieces such as gold hoops, bangles, and pearl necklaces. This launch is a key component of Pandora’s strategy to transform consumer perceptions of its brand.
The “Essence” line features 50 pieces designed for everyday wear with a contemporary and sculptural flair. The collection includes earrings, rings, bracelets, and necklaces crafted in sterling silver and 14-karat gold plating, with some pieces adorned with cultured pearls. Prices range from $50 to $350.
“We are excited to introduce our new ‘Pandora Essence’ collection, featuring pearls and an effortless, organic aesthetic,” said Mary Carmen Gasco-Buisson, Pandora’s chief marketing officer. “Our customers have diverse needs, and by expanding our assortment, we can better enable them to express who they are and what they love. I am confident this gorgeous collection will attract more consumers to Pandora and drive further growth.”
Expanding beyond its signature sterling silver charms and bracelets is part of Pandora’s “Phoenix” growth strategy, aimed at enhancing brand awareness and repositioning Pandora as a full-fledged jewelry brand.
The company collaborated with photographer Craig McDean and model Jocelyn Corona, as well as photographers Tanya and Zhenya Posternak, for the new “Be Love” campaign to promote the collection.
Initially launched through a pilot program in the Netherlands, the “Essence” collection proved successful and is set to launch in the United States on Thursday. It is currently available online via pre-sale access for “My Pandora” loyalty program members.
