Bringing its heritage of artistry and innovation to life, the world’s largest jewellery brand has unveiled ‘The Pandora Story’ exhibition at Pandora Crafting and Supply in Bangkok, Thailand. The showcase invites visitors on an inspiring journey through Pandora’s evolution – from a humble jewellery shop in Copenhagen, Denmark, to a globally celebrated brand that unites exquisite craftsmanship with pioneering innovation and a steadfast commitment to sustainability.
The opening event marked a special occasion for the brand, graced by Mr Per Enevoldsen, Pandora’s Co-founder, alongside senior executives including Mr Alexander Lacik, Chief Executive Officer; Ms Berta de Pablo-Barbier, Chief Marketing Officer; Mr Byron Clayton, Chief HR Officer; and Mr Jeerasage Puranasamriddhi, Chief Supply Officer and Managing Director of Pandora Production Thailand. Also in attendance were Mr Narit Therdsteerasukdi, Secretary-General of the Board of Investment of Thailand (BOI), and Mr John Alexandersen, Commercial Counsellor and Head of Trade at the Royal Danish Embassy in Thailand, together with distinguished guests and partners.
The Pandora Story celebrates the brand’s remarkable evolution, highlighting what makes Pandora much more than jewellery – the seamless fusion of traditional craftsmanship, modern technology, and sustainable innovation.
Exhibition Highlights
Origins and Evolution: Journey back to Pandora’s early goldsmith workshop, where its first creations took shape, and discover how the brand grew into a global leader in contemporary jewellery.
Craftsmanship and Innovation: Explore the artistry behind each piece, from meticulous design at Pandora’s creative studio in Copenhagen to expert handcrafting by Thai artisans, enhanced by advanced technologies that ensure exceptional quality and sustainability.
Path to Sustainability: Learn about Pandora’s commitment to environmental responsibility, including its milestone achievement of using 100% recycled silver and gold, ongoing efforts to reduce its carbon footprint, and community initiatives that make a positive impact.
Tree of Loves Installation: Experience ‘Tree of Loves’, a sculptural metal tree symbolising Pandora’s global family. Each leaf bears a heartfelt message from employees, reflecting the brand’s spirit and purpose – ‘We give a voice to people’s loves.’
Offering a rare glimpse into the brand’s universe, The Pandora Story reaffirms Pandora’s dedication to creating jewellery that is not only beautiful and meaningful but also sustainable, while underscoring Thailand’s vital role in its global journey.
‘Over the past 36 years, Pandora has created employment opportunities and elevated jewellery-making skills for tens of thousands of Thai artisans,’ said Mr Jeerasage Puranasamriddhi, Chief Supply Officer and Managing Director of Pandora Production Thailand. ‘We hope every visitor to The Pandora Story will be inspired by our journey and see the value that emerges when traditional craftsmanship meets world-class innovation.’
Today, Pandora operates two main crafting facilities in Thailand – in Gemopolis Industrial Estate, Bangkok, and Lamphun province – employing more than 10,000 skilled artisans and producing over 100 million pieces of jewellery annually.
The brand is now entering an exciting new chapter with the establishment of a new crafting facility in Ho Chi Minh City, Vietnam. This site will create up to 7,000 local jobs and add an additional 60 million pieces in annual production capacity – a milestone that further strengthens Pandora’s global leadership in sustainable jewellery manufacturing.
About Pandora
Pandora is the world’s largest jewellery brand, specialising in the design, crafting and marketing of accessible luxury jewellery made from high-quality materials. Each piece is designed to inspire self-expression, allowing people to share their stories and passions through meaningful jewellery.
Pandora jewellery is sold in more than 100 countries through 6,800 points of sale, including over 2,700 concept stores. Headquartered in Copenhagen, Denmark, Pandora employs 37,000 people worldwide and crafts its jewellery using only recycled silver and gold. The company is committed to leadership in sustainability and aims to halve greenhouse gas emissions across its value chain by 2030.
Pandora is listed on the Nasdaq Copenhagen stock exchange and generated revenue of DKK 31.7 billion (EUR 4.2 billion) in 2024.