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.
![MEDIUM_SPR18_SOME_MILAN_F_ENLARGED_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
![History of charms](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
Back in time with Pandora Charms
![790112_Shadow_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2000
A charm for everyone With so many designs to choose from, including strawberries, there’s a charm for everyone.
![790137_Shadow_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2000
The heart is fundamental to many of our designs and is also part of our DNA.
![790134PCZ_Shadow_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2000
Pandora charms are detailed with stones, bringing a new level of elegance and exclu- sivity to our line-up.
![790311PCZ_Shadow_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2004
Our bracelet-balancing spacers become popular with Pandora fans around the world.
![790601_Shadow_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2005
Since first creating Murano glass charms, we’ve sold more than 35 million pieces worldwide.
![790964_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2012
Our highly detailed openwork charms with filigree patterns and hollow cores are introduced to our collections.
![791443ENMX_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2014
We introduced our first Disney charm in October 2014. It’s still part of our collection today.
![791817CZ_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
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.
![791728CZ_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2017
Our Family Tree charm, uniting family bonds with nature, was the most popular charm of 2017 and 2018.
![797200_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
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.
![797213EN160_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2018
The seemingly ordinary objects we use each day inspire some of our charm designs – from takeaway coffee cups to buckets of popcorn.
![797497CZ_CMYK_OLD](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2018
To celebrate the 90th anniversary of the legendary mouse, we created a portrait charm in a playful pose.
![767816CZ_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2019
Our charms continue to delight with limited edition pieces that feature hidden surprises, like this heart charms that holds a dangling arrow within.
![HIGH_CMYK_799253C01_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2020
The Star Wars™ x Pandora capsule collection is launched in partnership with Lucasfilm, inspired by characters and symbols from the beloved saga.
From 1982-2019
![Various_012_retouched_BW copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
1982
Our story begins with the Danish goldsmith Per Enevoldsen and his wife Winnie, founding Pandora in Copenhagen, Denmark in 1982. Pandora has made an incredible journey from a local Danish jewellery store to the world’s biggest jewellery brand.
![PAN_CORP17_0185_1015_N21_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
1989
Pandora’s founder, Per Enevoldsen, holds the very first ring manufactured at our crafting facility in Thailand.
![AU17_SPS_GEOMETRIC_GLOW_01_BRACELET_SHADOW_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2000
Pandora’s signature charm bracelet concept is launched, enabling women to create their own jewellery style and express life’s milestones and moments.
![_L4D6513_SH copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2005
Pandora’s first fully owned manufacturing facility in Gemopolis, Thailand opens.
![Outside_002_ny-1_tbr copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2006
The first Pandora concept store opens its doors in Hamburg, Germany. Since then 2,700 have followed globally.
![_L4D2453 copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2010
Pandora is listed on the NASDAQ OMX stock exchange in Copenhagen.
![AU16_ESSENCE_SPS_GENEROSITY_03_BANGLE_SHADOW_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2013
The Pandora ESSENCE COLLECTION is launched. The concept conveys inner values through beautiful, hand-finished charms. The PANDORA ESSENCE COLLECTION was discontinued in 2019.
![791443ENMX_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2014
Pandora launches the first Disney x Pandora collection, one of many collaborations to come with Disney.
![SPR18_SPS_SIGNATURE_02_RINGS_SHADOW_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2016
Our 14k rose gold-plated unique metal blend is launched.
![PAN_CORP17_0332_1221_N21_CMYK copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2017
Our state-of-the-art, resource efficient, LEED Gold-certified crafting facility opens in Lamphun, Thailand.
![AU18_BTL_MODEL_REFLEXIONS_MIXED_01_cmyk copy](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2018
Our 14k gold-plated unique metal blend is launched together with Pandora Reflexions, a collection of flat clip charms, bracelets and chokers designed for unlimited self-expression.
![pme image](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2019
First, we launched Pandora Me proving popular with millennials and more. We also announced and launched our magical Harry Potter collection, the beginning of a new partnership with Warner Bros. Consumer Products. 2019 also saw our partnership with UNICEF launch to raise funds to support young voices worldwide.
![HIGH_CMYK_799253C01_CMYK](https://cms-live-rc.pandora.net/resource/crblob/2169694/965cf18a59e50a39070e2fdb7e1ffe46/1x1-gif-data.gif)
2020
The Star Wars™ x Pandora capsule collection is launched in partnership with Lucasfilm, inspired by characters and symbols from the beloved saga.