Pandora offers hand-crafted statement pieces for the modern woman

The company reinforces its position in affordable silver and gold jewellery segment

PANDORA has been adorning women with intricate pieces of jewellery since its establishment in 1982 in Denmark, and continues to secure a loyal fan base across the globe with statement designs. 
The brand made its way to the UAE in early 2010, with a wide collection of exquisite jewellery - ranging from earrings, rings and pendants to bracelets and charms - that resonate with trends of the modern woman. 

Peter Mark, President - Emerging Markets, PANDORA
"PANDORA today is considered one of the leading jewellery brands in the affordable segment. We have reached this milestone by consistently offering affordable jewellery to a wide range of customers, available in stores, in which we provide an honest and professional service," says Peter Mark, President - Emerging Markets, PANDORA.
PANDORA's portfolio features bases made of sterling silver, 14k and 18k gold, leather and textile that are inlaid with gemstones such as diamonds, quartz and topaz, organic gems, including cultured pearls and amber, man-made stones and Murano glass. 
Speaking about its early days, Mark says that entering a region such as the Middle East was worrying, due to its established tradition of gold and diamonds. However, PANDORA's hand-finished products, centred on sterling silver and semi-precious stones, were able to gain a presence in the market. 
"We were to some extent holding our breath when we opened the first two stores in Mercato and Mirdif City Centre, but thankfully our brand and products were very well received. Today, we operate more than 400 branded doors in the region and we are very confident more will follow in the years to come. It has been an absolutely amazing journey so far," he says. 
Now the brand has its headquarters in Dubai that oversees operations across the Middle East, Africa, India and Russia. 
The Danish brand continues to invest in new production technologies, and is armed with a thousand-strong team of highly skilled craftsmen and women at its crafting facilities. 
"This combined with a growing understanding for fashion trends, I am confident that PANDORA, in the years to come, will continue to be the market leader in the affordable jewellery segment," Mark adds. 
Bridging cultural ties between the UAE and Denmark, PANDORA too plays a role in advancing design and technology to enhance customer experience. It finds common ground with the entrepreneurial spirit in the UAE. 
Looking ahead, Mark says: "We are in the UAE for the long-term and pursue our ambition to give the consumer an even better shopping experience. This means adding new stores, while upgrading the existing network. We want to give the consumers an even better PANDORA experience with many more 'moments to celebrate'."
- farhana@khaleejtimes.com

• Dubai