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.
Explore our charm collections
Back in time with Pandora Charms
A charm for everyone With so many designs to choose from, including strawberries, there’s a charm for everyone.
The heart is fundamental to many of our designs and is also part of our DNA.
Pandora charms are detailed with stones, bringing a new level of elegance and exclu- sivity to our line-up.
Our bracelet-balancing spacers become popular with Pandora fans around the world.
Since first creating Murano glass charms, we’ve sold more than 35 million pieces worldwide.
Our highly detailed openwork charms with filigree patterns and hollow cores are introduced to our collections.
We introduced our first Disney charm in October 2014. It’s still part of our collection today.
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.
Our Family Tree charm, uniting family bonds with nature, was the most popular charm of 2017 and 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.
The seemingly ordinary objects we use each day inspire some of our charm designs – from takeaway coffee cups to buckets of popcorn.
To celebrate the 90th anniversary of the legendary mouse, we created a portrait charm in a playful pose.
Our charms continue to delight with limited edition pieces that feature hidden surprises, like this heart charms that holds a dangling arrow within.
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.
Pandora’s founder, Per Enevoldsen, holds the very first ring manufactured at our crafting facility in Thailand.
Pandora’s signature charm bracelet concept is launched, enabling women to create their own jewellery style and express life’s milestones and moments.
Pandora’s first fully owned manufacturing facility in Gemopolis, Thailand opens.
The first Pandora concept store opens its doors in Hamburg, Germany. Since then 2,700 have followed globally.
Pandora is listed on the NASDAQ OMX stock exchange in Copenhagen.
The Pandora ESSENCE COLLECTION is launched. The concept conveys inner values through beautiful, hand-finished charms. The PANDORA ESSENCE COLLECTION was discontinued in 2019.
Pandora launches the first Disney x Pandora collection, one of many collaborations to come with Disney.
Pandora Rose is launched. The unique metal blend is plated with 14k rose gold.
Our state-of-the-art, resource efficient, LEED Gold-certified crafting facility opens in Lamphun, Thailand.
Pandora Shine, our unique metal blend plated with 18k gold, is launched together with Pandora Reflexions, a new collection of flat clip charms, bracelets and chokers designed for unlimited self-expression.
First we launched Pandora Me, a new range of jewellery with British actress and activist Millie Bobby Brown as the face of the campaign, proving popular with millenials 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.