PANDORA’s mission is to offer women across the world a universe of high quality, hand-finished, modern, and genuine PANDORA Jewelry products at affordable prices, thereby inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments that makes them who they are. That is why we celebrate these moments. That is why we say these moments are unforgettable. PANDORA designs, manufactures and markets hand-finished and modern jewelry made from genuine materials at affordable prices. PANDORA Jewelry is sold in more than 80 countries on six continents. All PANDORA Beads pass through over 30 hands throughout their creation.

The PANDORA story is about a company with a distinctive brand and distinctive products that in just a few years has made the exceptional journey from a local Danish jeweler to a world-leading international jewelry company, with sales in more than 70 countries.

It all started nearly 30 years ago. Back in 1982 a jeweler’s shop that would one day become PANDORA was established in modest surroundings in Copenhagen, Denmark, by Danish goldsmith Per Enevoldsen and his wife Winnie. In 2000, PANDORA’s charm bracelet concept was first launched in the Danish market. Consumers embraced the concept, and the company began to expand internationally, entering new markets such as the United States in 2003.