CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryCrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry Network
Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
Pandora partnered with Amazon’s Counterfeit Crimes Unit and law enforcement to take down a counterfeit network in China.
Copenhagen, Denmark—Pandora teamed up with Amazon to fight back against counterfeit jewelry sellers.
In 2020, Pandora’s Intellectual Property and Brand Protection team became aware of a series of customs seizures of counterfeit jewelry and began an investigation.
The team then collaborated with Amazon’s Counterfeit Crimes Unit, gathering evidence that linked the activity to two sellers it said were operating a “large-scale counterfeit” network in China.
Chinese law enforcement officials then led a criminal raid and seizure of thousands of pieces of fake Pandora jewelry.
The case was prosecuted in a court in Shanghai, said Pandora.
In March 2025, the operators were found guilty of selling counterfeit items and sentenced to five years in prison as well as “significant” fines.
"As the world’s largest jewelry brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products,” said Peter Ring, senior vice president and general counsel at Pandora.
The successful collaboration with Amazon shows the impact of joint efforts in stopping these operations, said Ring.
“This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver.”
Pandora does not sell its jewelry through Amazon, the company said.
Related stories will be right here …
In 2020, Pandora’s Intellectual Property and Brand Protection team became aware of a series of customs seizures of counterfeit jewelry and began an investigation.
The team then collaborated with Amazon’s Counterfeit Crimes Unit, gathering evidence that linked the activity to two sellers it said were operating a “large-scale counterfeit” network in China.
Chinese law enforcement officials then led a criminal raid and seizure of thousands of pieces of fake Pandora jewelry.
The case was prosecuted in a court in Shanghai, said Pandora.
In March 2025, the operators were found guilty of selling counterfeit items and sentenced to five years in prison as well as “significant” fines.
"As the world’s largest jewelry brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products,” said Peter Ring, senior vice president and general counsel at Pandora.
The successful collaboration with Amazon shows the impact of joint efforts in stopping these operations, said Ring.
“This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver.”
Pandora does not sell its jewelry through Amazon, the company said.
The jewelry retailer said it spends “significant” resources to protect its brand and stop counterfeiting.
In 2024, it said it removed more than 500,000 web pages, social media accounts, and online content that advertised fake Pandora items.
The use of AI-powered detection tools helped it to stop 215 percent more of these pages and accounts than the previous year, said Pandora.
The company also supported the seizure of around 100,000 counterfeit Pandora items worldwide.
"Counterfeiting is one of the oldest crimes in history, and we're tackling it with our cutting-edge proactive tools and technology,” said Kebharu Smith, director of Amazon's Counterfeit Crimes Unit.
“Our collaboration with Pandora successfully dismantled a ring of bad actors, removing counterfeits from the broader supply chain. While we've made significant progress over the past five years, our mission remains clear—we won't rest until we drive counterfeits to zero."
In 2021, counterfeit and pirated goods accounted for 2.3 percent of global trade, according to a 2025 report on the topic by the Organisation for Economic Co-operation and Development.
Editors' Picks
Sponsored by
The Latest
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
Weekly QuizNov 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
Events & AwardsNov 04, 2026
NYC Jewelry Week 2026 Is the Largest Edition YetThe citywide celebration, slated for Nov. 16-22, is set to host more than 175 events, including live jewelry-making demos.
MajorsNov 04, 2026
Bergdorf Goodman Names New PresidentLanessa Elrod, former president and CEO of Louis Vuitton Americas, has stepped into the role as the retailer celebrates 125 years.
AuctionsNov 03, 2026
Infinity Gauntlet Set With 170+ Carats of Colored Gemstones Up for AuctionA replica of one of the most powerful objects in the Marvel Cinematic Universe, the glove is heading to auction next month in Abu Dhabi.
IndependentsNov 03, 2026
Longtime Jewelry Marketer Arthur Klein Dies at 89Klein, who had his own marketing agency and worked for Gabriel & Co. and Trans American Diamond, is remembered as a kind man.
IndependentsNov 03, 2026
Zadok Jewelers Toasts To 50 Years With Diamond Bracelet GiveawayTo enter the giveaway, locals can purchase a featured beverage from one of eight participating restaurants in Houston and Austin, Texas.
Events & AwardsNov 03, 2026
David Yurman Gem Awards Grant Opens 2027 ApplicationsThe grant recipient will be awarded $50,000 as well as mentoring meetings with executives at David Yurman and other industry executives.
Events & AwardsNov 03, 2026
NAJA, Instappraise Name 2026 Scholarship WinnersThe winners include a non-NAJA member seeking training, a member beginning NAJA courses, and a member becoming a Certified Master Appraiser.
AuctionsNov 02, 2026
197-Carat ‘Romanov Sapphire’ Heads to Sotheby’s GenevaThe rare jewel, which has links to Russia’s Romanov dynasty, is estimated to fetch up to $2 million.
MajorsNov 02, 2026
Lawrence Bock, Caryl Capeci, Amanda Coleman-Phelps Join JA Board Jewelers of America announced the additions to its board of directors following its annual general meeting, held last week.
CollectionsNov 02, 2026
Olympian Kristi Yamaguchi, Heller Jewelers Expand ‘Always Dream’ CollectionThe jewelry collection supports Yamaguchi’s Always Dream foundation, which provides reading and educational resources to families in need.
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
