If you would ask me, a pandora lover, I would, of course, say yes. But just like the more recent charms of pandora, there are 2 sides to each charm, and this time around they won’t be equally pretty.
I have noticed that the pandora lovers from around the world would almost all answer ‘yes’. But a lot of business news sites say ‘no’. As a pandora lover AND a business major, I felt the need to explore.
The good, the bad, and the relaunch
The good
Recently Pandora has definitely created a good amount of buzz surrounding the brand.
First, they released the revolutionary Pandora ME branch with the most adorable and affordable charms made from recycled silver. When I bought my Pandora Moments bracelet in the summer, I swore that I would try to keep it to one bracelet for a while, because that was hard enough to fill. But then Pandora released the ME collection, and I fell head over heels and I had to have it, now only half a year later I have already broken a promise to myself, but I love the bracelet so much that I am willing to forgive myself.
This new branch, designed specifically for Millenials, soon won over a lot of hearts within all the age groups of the community. It checked all the boxes: it had a fun, simple, new design with a nod to the nineties and a lot of vibrant colors, it was conscious in using recycled silver, it’s highly affordable, and it’s dainty, perfect for everyday use. My only issue with this was that the reviews of the new bracelets weren’t highly enthusiastic, so if they revisit this issue, it will be perfect.
Shortly after they released the Pandora O, and I fell in love all over again, but I haven’t bought it yet, but soon probably. Yet a new, fun way to wear your Pandora jewelry, available as a pendant in three colors and thee sizes and as a carrier, this promised to be shaped after everyone’s taste. This surely is a new fun and very trendy way to wear your Pandora charms.
And then just before the changing of the year, they released the ‘my true colors’ collection, with gorgeous, stackable rings and pretty charms. Based, not on your birth month, but on your fondest memories, but more on that in an upcoming post. And yet again (I’m guessing you see the pattern by now), I fell in love. For one, I love stackable rings, I got a gorgeous set for my birthday a few years back (from another brand), I’ve worn it every day since, and I would love to change it up once in a while. And the heart charms are just lovely, they are only 29 euros and they would look fabulous on my moments bracelet, but also on a plain necklace, and they have so many pretty colors, so I’m seriously considering to buy two.
And then, only a few days ago, the strawberry charm celebrating 20 years of pandora moments. This only being the first of a 12 part collection, with each month the release of a new charm, we’re in for a wild ride this year.
I must say Pandora is exceptionally good in creating buzz, I feel like we don’t get to catch our breath after every release, but in a good way. And the buzz the latest collection for the 20 years anniversary is creating is higher than I could ever imagine, every voice in the Pandora community is talking about it. And if you have the chance to pick it up, do it, maybe you don’t like it, but you can sell it to someone who really wants it but didn’t get the same chance.
Positive press:
After the bad press early August, they have also managed to turn the press around.
City A.M.:
Pandora shares rose by 11 percent after they said they would meet their sales and profit guidance of 2019.
Melanian News:
Pandora is estimated to be the number one global competitor on the jewelry market.
The bad
Jeweller Magazine:
So, this obviously is an article published before all the cool new stuff they’ve released, mentioned above. Their new CEO, Alexander Lacik, wanted to turn around the decline they had been on for quite some time. He indicated to want to refocus on the collectability of our beloved charms, instead of 100+ variations of the same heart charm. And he also wanted to focus on regaining the attention of younger audiences, this is where pandora me played its part. And I think this CEO has the right ideas.
JCK online:
This article said that the comps will keep falling, fut they’ll fall less than they have been before. And I guess, before you can rise, you need to fall less.
The articles from before the relaunch were much much worse, but I felt like it wasn’t necessary to include them anymore as this is old news. But let’s just say that the comments weren’t pretty and they predicted a fast downfall for Pandora. But like another Greek myth, Pandora rose out of her ashes like a Phoenix.
The relaunch
I must say that I also taught Pandora was getting a little bit stale before the relaunch. For me, Pandora seemed the same old brand I was circling in folders when I was 6 and what I was cutting out of magazines when I was 8 years old. I personally think the relaunch, lead by their new CEO, was the best decision they could have made. Who knew how much longer the old Pandora could have survived in this new market, with an audience that keeps losing its fascination much quicker than ever before. I believe that’ with a healthy stream of fresh ideas to keep people talking, Pandora can survive at least another 20 years.
In my professional opinion, as a business major, I feel like as long as they don’t just assume they are fine and don’t need new exciting ideas, they will stand the test of time.
“It all boils down to making sure this brand is more relevant today than it has been in the last few years”
Alexander Lacik, Pandora International
Pandora's Box 