Collections

Pandora’s New Collection Charms Marvel Fans

CollectionsFeb 17, 2022

Pandora’s New Collection Charms Marvel Fans

The Danish jeweler is assembling the Avengers with a new 11-piece hand-crafted collection.

Pandora’s new collection takes inspiration from Marvel’s Avengers, like Captain America and Black Panther.
Copenhagen, Denmark—Pandora is looking to charm fans of the ever-expanding Marvel cinematic universe with its latest collection.

The Danish jeweler is assembling the Avengers, drawing jewelry inspiration from characters like Iron Man, Black Panther, The Hulk, and Captain America.

The 11-piece hand-crafted collection will include a bracelet, a ring, and charms.

The collection ranges in price from $50 to $90 for the charms, in line with Pandora’s other collections, while sets of charms or jewelry sets sell for between $130 to $290.

The design team took inspiration from the superheroes’ heroism, strength, and vulnerability, Pandora said, working alongside Marvel to ensure it got all the intricate details right, from their costumes to their characteristics.

“Pandora’s craftsmanship and use of metal, texture, and highly detailed enamel work realistically recreate the heroes’ suits for a true likeness, while an engraving of each character’s signature phrase encapsulates their strengths in just a few words,” said the company.

SEE: The New Marvel x Pandora Collection

Pandora customers have been requesting a Marvel collection for a long time, said Stephen Fairchild, Pandora’s chief product officer.

“We are proud of our long-standing collaboration with The Walt Disney Company and excited to bring this first ever Marvel x Pandora collection alive,” he said.

“These heroes excite, entertain, and also encourage us to use our voices and powers, without hiding our weaknesses, to make the world a better place. Celebrating what you stand for and the things you love is what connects the Marvel and Pandora universes,” he said.

The introduction of a new collection is in line with Pandora’s growth strategy, called Phoenix, which outlined the company’s plans to collaborate with major brands.

The collection debuted Thursday and will be available in all Pandora stores and online.

Early access was given to Pandora Club Members, its free membership program that offers birthday discounts, lets users create a wish list, and more.

The launch will be supported by an advertising campaign.


To celebrate the collection’s launch, Pandora also created a Marvel x Pandora online mini-game that lets players assemble a team of superheroes and embark on a multi-level mission to save the world.

For every mission a player completes, there will be a chance to enter to win a Pandora bracelet.

 Related stories will be right here …
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

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