Pandora isn't just a moon of Saturn. In fact, nowadays it is probably best known as a reputable jewellery manufacturer. The company started life in Denmark and is chiefly recognised for its manufacture of charms and charm bracelets. Thus far Pandora has generated approximately eight hundred separate charm designs which are being offered for sale across fifty different countries. Even though Pandora is mainly known for its charms it does also make other types of jewellery. Its "Story" range includes high end earrings, necklaces and pendants.
So how did the company begin? Pandora's origins lie with the couple Per and Winnie Enevoldsen. Per laboured as a goldsmith for many years, but it wasn't until 1982 that he struck out on his own. This was when the couple opened their first jewellery shop in Denmark's capital. In addition to running their shop they also travelled to Thailand on the lookout for new jewellery to sell.
Consequently, by 1984 the couple decided to focus their efforts on the wholesale side of their business. They got to work opening a factory overseas, having been inspired by their trips to Thailand. This overseas operation became known as Pandora Productions. Lone Frandsen was hired to design the very first jewellery range for the company.
Three years later the company had grown in stature. The firm was renamed as just Pandora, and assembly was brought back to Per and Winnie's native Denmark. They chose the nation's capital to establish Pandora's head office and set to work wrapping up the company's retail activities. From now on, Pandora would only be known as a jewellery producer and wholesale merchant.
Pandora took on another jewellery designer named Lisbeth En Larsen in 1996. Her job was to work alongside Lone Frandsen to create a unique style of jewellery for Pandora.
By the year 2000 Pandora had struck gold. This was when the public caught their first glimpse of Pandora's range of charms and charm bracelets. Charms had been coming back into fashion and suddenly Pandora had caught the zeitgeist of the fashion world. Charms would no longer be considered quaint or old-fashioned. Instead, Pandora sleekly marketed them with a tagline of "one charm for every unforgettable moment in your life." The charms themselves were machined from fine quality materials. These included sterling silver, 14 carat gold and handmade Murano glass. The jewellery market had not yet seen such a vast array of different charms for sale, particularly ones that were made so well. Pandora added attractive pricing to their charms and this also helped draw in the customers.
But even though Pandora offered hundreds of different high quality charms, there were still rival companies out there. So how did they manage to corner the market so effectively? The answer may lie with a simple yet effective piece of machining. You will have seen them on any number of nuts, bolts and screws in any hardware store across the world. The secret for Pandora charms lay in their threads. These threads meant that each charm had to be screwed onto a Pandora bracelet. This appealed to customers as it ensured that the charm could not simply fall off the bracelet should it become undone. However, this also prevented Pandora charms from fitting onto any other type of bracelet. In short, once you became a Pandora customer, it made financial sense to stay a Pandora customer.
So how did the company begin? Pandora's origins lie with the couple Per and Winnie Enevoldsen. Per laboured as a goldsmith for many years, but it wasn't until 1982 that he struck out on his own. This was when the couple opened their first jewellery shop in Denmark's capital. In addition to running their shop they also travelled to Thailand on the lookout for new jewellery to sell.
Consequently, by 1984 the couple decided to focus their efforts on the wholesale side of their business. They got to work opening a factory overseas, having been inspired by their trips to Thailand. This overseas operation became known as Pandora Productions. Lone Frandsen was hired to design the very first jewellery range for the company.
Three years later the company had grown in stature. The firm was renamed as just Pandora, and assembly was brought back to Per and Winnie's native Denmark. They chose the nation's capital to establish Pandora's head office and set to work wrapping up the company's retail activities. From now on, Pandora would only be known as a jewellery producer and wholesale merchant.
Pandora took on another jewellery designer named Lisbeth En Larsen in 1996. Her job was to work alongside Lone Frandsen to create a unique style of jewellery for Pandora.
By the year 2000 Pandora had struck gold. This was when the public caught their first glimpse of Pandora's range of charms and charm bracelets. Charms had been coming back into fashion and suddenly Pandora had caught the zeitgeist of the fashion world. Charms would no longer be considered quaint or old-fashioned. Instead, Pandora sleekly marketed them with a tagline of "one charm for every unforgettable moment in your life." The charms themselves were machined from fine quality materials. These included sterling silver, 14 carat gold and handmade Murano glass. The jewellery market had not yet seen such a vast array of different charms for sale, particularly ones that were made so well. Pandora added attractive pricing to their charms and this also helped draw in the customers.
But even though Pandora offered hundreds of different high quality charms, there were still rival companies out there. So how did they manage to corner the market so effectively? The answer may lie with a simple yet effective piece of machining. You will have seen them on any number of nuts, bolts and screws in any hardware store across the world. The secret for Pandora charms lay in their threads. These threads meant that each charm had to be screwed onto a Pandora bracelet. This appealed to customers as it ensured that the charm could not simply fall off the bracelet should it become undone. However, this also prevented Pandora charms from fitting onto any other type of bracelet. In short, once you became a Pandora customer, it made financial sense to stay a Pandora customer.
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