lundi 8 juillet 2013

All About The Charm Company Pandora

By Anita Hale

The name Pandora is synonymous with a prominent jewellery brand that originated in Denmark. It's largely recognisable thanks to its range of charm bracelets and accompanying charms. These charms are sold in over 50 different countries with literally hundreds of different designs available. Even though Pandora is mainly known for its charms, the company does also make other kinds of jewellery. This includes necklaces, anklets, watches and earrings.

Per and Winnie Enevoldsen are responsible for starting the brand that we know today. Per's background was as a goldsmith. He kicked off his foray into jewellery by opening up a shop in Copenhagen in 1982. Both per and Winnie would make trips to Thailand to gather jewellery that they could sell back in Denmark.

However, by 1984 they decided it was time to expand their business. The idea was to focus their abilities on wholesale rather than appearing only as a jewellery shop. Their trips to Thailand subsequently inspired them to open a production facility overseas. It was branded Pandora Productions. They hired Lone Frandsen to fashion their very own range of jewellery.

The name Pandora Productions had become known simply as "Pandora" by 1987. The plant had been relocated back to Denmark and the couple established a head office in Copenhagen. The business also decided to cease retailing and operate solely as a wholesaler and jewellery designer.

In 1996 Pandora garnered another jewellery designer in the form of Lisbeth En Larsen. She was selected to work alongside Lone Frandsen. Their brief was to create and clearly define a mode of jewellery that would make Pandora stand out from the crowd.

It took some time for them to get there. However, the defining moment finally happened in the year 2000. It was then that Pandora brought in its initial collection of charms and charm bracelets. It turned out to be a shrewd decision as charm bracelets were back in vogue. But Pandora managed to stand out from the crowd with some clever concepts. One of these included the premise of "one charm for every unforgettable moment in your life." The charms themselves were constructed from high calibre metals such as sterling silver and gold. Additionally, Pandora introduced a wide range of murano glass charms which have continued to be popular to this day. The glass charms were had-crafted on the Murano island in Italy and feature vivid colours that shine in the light. The amalgamation of superior components and the considerable selection of designs on offer was a big hit with buyers.

An added benefit was the simple fact that each and every charm was machined with Pandora's patented threading technique. This meant that a charm would have to be twisted over the threaded ends of the Pandora bracelet to safeguarded it. The most obvious advantage of this was that the charm was fastened securely onto the bracelet and could not be lost. However, it also proved to be a shrewd move on Pandora's part. The threads meant that Pandora charms would not work on rival bracelets and vice versa. So if you had a Pandora bracelet, you would have to buy all your future charms from Pandora as well.

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