Pandora, the famous Danish jewelry company known for charm bracelets and silver pieces, is changing its product strategy because the price of silver has become very unpredictable and high.

Why the Change?

Silver prices have gone up and down sharply in the global market, which makes it hard for Pandora to keep costs stable and maintain profit margins. Since a big part of its jewelry uses silver, this volatility has made the business riskier — especially in a time when many shoppers are buying less expensive jewelry.

To deal with this problem, Pandora’s new CEO, Berta de Pablos-Barbier, announced that the company will start introducing platinum-plated jewelry alongside its traditional silver products.

What This Means?

  • Platinum-plated line: Pandora will add a range of jewelry pieces (starting with its best-selling bracelets) that are coated with platinum instead of silver. These pieces use the company’s special metal alloy (PANDORA EVERSHINE™) under the platinum plating — this helps them stay strong, shiny, water-resistant, and hypoallergenic.

  • Less reliance on silver: The goal is to reduce dependence on sterling silver, which has been unpredictable in price, and shift part of the product range toward platinum plating.

  • Quality and design focus: Even with platinum plating, Pandora wants its jewelry to remain attractive and affordable for customers. They’re trying to keep prices close to what the silver products cost now, not much higher.

Rollout Plan

In early 2026, Pandora will introduce platinum-plated bracelets in select stores in Northern Europe and online.

By late 2026 and beyond, more platinum-plated bracelets and charm designs are expected to be available globally.

📊 Financial Context

Pandora reported organic revenue growth of about 6% in 2025, which was slightly below its own goals, partly because of silver price pressures. The company now forecasts modest growth in 2026, with profits facing continued headwinds from high commodity costs and U.S. tariffs on imports.

📈 Market Reaction

After the announcement about platinum-plated jewelry and the strategy to reduce silver exposure, Pandora’s stock price went up — investors saw this as a step toward stabilizing the company’s profits amid tough market conditions.

Simple Summary

Pandora is shifting part of its jewelry from silver to platinum-plated pieces because silver prices have become unstable and expensive. The new CEO believes this move will make the business more resilient, help control costs, and keep Pandora’s jewelry desirable to buyers even if commodity prices stay volatile.