Influencer Onyi Moss, Pandora CEO Alexander Lacik, influencer Naomi Ross and influencer Olivia Purvis attend the “Pandora Street of Loves” relaunch event last week in Los Angeles. (Photo by Andrew Toth/Getty Images for Pandora)
Copenhagen, Denmark—Pandora kicked off its brand relaunch last week with an event in Los Angeles, giving 400 guests a glance at its new look, including its revamped stores and new collections.
The star-studded guest list included celebrities like singer Charlie XCX and actress Victoria Justice as well as a medley of Instagram influencers.
VIP guests tried on pieces from the brand’s new collections, posing in clouds of pale pink smoke—the brand’s new signature color— in front of graffiti and wall murals painted by female artists, including C. Finley.
Here are five things to know about the “new” Pandora.
1. Pandora stores are getting a makeover.
The company is changing up its store layout and aesthetic, focusing on “discovery and collectability.”
The new stores are designed to promote “consumer flow and self-discovery,” showcasing the brand’s jewelry through new gallery windows, a charms bar, a gifting area and “treasure” tables.
The rollout will take place over the second half of 2019 into next year, with the first rebranded store opening in the U.K. followed by stores in key markets, including China and Italy.
Photos of the redesigned stores and information about when they will be coming to the United States are not yet available, a Pandora spokesperson told National Jeweler in an email last week.
Pandora’s online store will be getting a facelift as well, with the company updating its site to be more mobile friendly.
2. New products are hitting the shelves.
The company released its Autumn/Winter 2019 collection last week, featuring 121 different designs that include classic fall motifs like leaves and acorns.
New arrivals include the O Pendant, which allows customers to wear their Pandora charms on a necklace or clip them onto bags or jeans. The pendant ranges in price from $45 to $100, depending on the size and metal choice.
The Pandora Me collection, featuring 55 new pieces, was designed with Generation Z (16-24) in mind, as the brand is looking to boost sales by offering jewelry at entry price points.
In its recent second-quarter results, Pandora said it plans to simplify its product portfolio, reducing its offerings by approximately 30 percent.
The charm-carrying O Pendant in silver featuring fall-inspired charms and a pink 14-karat rose gold-plated Sparkling Crown ring ($100)
These charm-carrying O Pendants in silver and 14-karat rose gold featuring charms from the fall 2019 collection. Charms range in price from $40 to $100.
A 14-karat rose gold-plated long link-cable chain necklace ($225) featuring a 14-karat rose gold-plated O Pendant with a pink Murano glass leaf pendant ($65) and a pink Murano glass leaf ring ($90)
A pair of 18-karat gold-plated silver Oak Leaf earrings featuring two cubic zirconia ($150)
3. Pandora’s visuals are getting a refresh.
The brand’s new “company purpose” is: “We give a voice to people’s loves – Passions, People & Places.”
Pandora also updated its logo and monogram, using a new font style to reflect “a fresh, modern tone,” and selected pink as its signature color.
Pandora has chosen a new style for its logo.The updated visuals will appear on packaging as well as across all Pandora channels and in its new advertising campaigns.
4. New collaborations are on the way.
Pandora recently announced a partnership with Warner Bros. Consumer Products to introduce a line of Harry Potter-themed jewelry, inspired by characters and symbols from the film series.
The Harry Potter x Pandora capsule collection will feature 12 new products, including charms, pendants, and a bracelet.
The collection will be available online and in stores Nov. 28, the day before Black Friday and just in time for the holiday season.
The brand will also be collaborating with Disney on a “Frozen”-inspired collection, but a launch date has not yet been announced.
5. The brand is recruiting celebrities and influencers for its new campaigns.
Pandora chose influencers Nathalie Emmanuel (far left), Halima Aden, Larsen Thompson, Tasya van Ree, Margaret Zhang and Georgia May Jagger to promote its new products. (Photo by Andrew Toth/Getty Images for Pandora) Pandora announced last month that “Stranger Things” actress Millie Bobby Brown would be the face of its upcoming fall campaign.
The two-time Emmy nominee signed a two-year contract with the brand to promote its new jewelry collection.
Pandora also has partnered with six influencers, chosen for their “relevance to the core Pandora audience.”
The influencers are: “Game of Thrones” actress Nathalie Emmanuel, models Georgia May Jagger and Halima Aden, dancer Larsen Thompson and artists Margaret Zhang and Tasya van Ree.
Lenore Fedowis the senior editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
