Our history
How a Danish jewellery brand designed pieces for women around the world to express their stories through their style.
A charm to tell so many stories
Pandora began designing its beloved charms in the year 2000. Each charm has a meaning, some times many meanings, one from its designer and more lent to it by the person who wears and loves it. Whether it’s a celebration of colour or pattern or a tribute to a country, occasion, activity or most importantly, a person, each charm is designed to tell the personal story of its wearer while showcasing their unique style. Our charms are worn with love on bracelets and necklaces; created especially to be worn in ways unique to those who wear them.
Back in time with Pandora Charms
2000
A charm for everyone With so many designs to choose from, including strawberries, there’s a charm for everyone.
2000
The heart is fundamental to many of our designs and is also part of our DNA.
2000
Pandora charms are detailed with stones, bringing a new level of elegance and exclu- sivity to our line-up.
2004
Our bracelet-balancing spacers become popular with Pandora fans around the world.
2005
Since first creating Murano glass charms, we’ve sold more than 35 million pieces worldwide.
2012
Our highly detailed openwork charms with filigree patterns and hollow cores are introduced to our collections.
2014
We introduced our first Disney charm in October 2014. It’s still part of our collection today.
2016
Our versatile pavé clip charm in sterling silver was first introduced in summer 2016 and remains as popular today as ever. It sits in a fixed position on bracelets, evenly spacing out other charms and helping to prevent them from sliding around.
2017
Our Family Tree charm, uniting family bonds with nature, was the most popular charm of 2017 and 2018.
2018
More than 85,000 of our best-selling Dreamcatcher charms were sold when launched in 2018, making it one of our bestselling charms in recent times despite only being on the market for a year.
2018
The seemingly ordinary objects we use each day inspire some of our charm designs – from takeaway coffee cups to buckets of popcorn.
2018
To celebrate the 90th anniversary of the legendary mouse, we created a portrait charm in a playful pose.
2019
Our charms continue to delight with limited edition pieces that feature hidden surprises, like this heart charms that holds a dangling arrow within.
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Sustainability
As the world's largest jewellery maker, we are determined to reduce our climate footprint and committed to being carbon neutral by 2025. Discover our sustainable practices.
Make it personal
Pandora jewellery is all about expressing who you are through your style. Give a voice to your loves through pieces that remind you of everything you are and everything you love.
Materials
Pandora puts a lot of love into finding not only the best materials for each jewellery design but also those that help protect our planet.