Pandora Pivots to Platinum Amid Silver Price Surge

Jewelry Brand Reduces Silver Offerings to 25% of Collection by 2028

Apr. 10, 2026 at 7:49am

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A high-end, photorealistic studio still-life photograph featuring a polished platinum ring and a silver necklace pendant elegantly arranged on a clean, monochromatic seamless background, conceptually representing Pandora's transition from silver to platinum jewelry.Pandora's strategic move to platinum jewelry aims to reduce the brand's reliance on volatile silver prices and appeal to a broader customer base.Kansas City Today

Pandora, the renowned Danish jewelry brand, has announced a strategic shift to platinum in response to the soaring prices of silver, a primary raw material for the company. The brand plans to reduce silver-based jewelry to approximately 25% of its collection by 2028, with the remaining 75% featuring platinum.

Why it matters

This pivot is a calculated move by Pandora to diversify its offerings and reduce exposure to the volatility of silver prices, which have more than doubled in the past year. The shift to platinum aligns with the brand's focus on durability and everyday wear performance, aiming to appeal to a broader customer base.

The details

Pandora's Chief Executive, Berta de Pablos-Barbier, emphasizes the brand's desire to move beyond its silver association. Consumer testing has revealed a high level of acceptance for platinum, indicating its potential to attract new customers. The transition to platinum is expected to be completed by 2028, according to the company's financial statements.

  • Pandora plans to reduce silver-based jewelry to 25% of its collection by 2028.
  • Silver prices have more than doubled in the past year, prompting Pandora's strategic shift.

The players

Pandora

A renowned Danish jewelry brand known for its silver-based offerings.

Berta de Pablos-Barbier

The Chief Executive of Pandora, leading the company's strategic shift to platinum.

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What they’re saying

“We must move beyond our silver association and diversify our offerings to reduce exposure to price volatility.”

— Berta de Pablos-Barbier, Chief Executive, Pandora

What’s next

Pandora's transition to platinum is expected to be completed by 2028, as the brand aims to reduce its reliance on silver and appeal to a broader customer base.

The takeaway

Pandora's strategic pivot to platinum highlights the jewelry industry's need to adapt to changing market conditions, particularly the volatility of raw material prices. The company's ability to innovate and diversify its product offerings will be crucial in maintaining its position as a leading jewelry retailer.