1982: In a small jeweller’s shop in modest surroundings in Copenhagen, Denmark, Danish goldsmith Per Enevoldsen and his wife Winnie began the journey of what would one day become PANDORA.
In 1989, PANDORA founder Per Enevoldsen held a solid silver ring in his hand – the first piece of jewellery made at PANDORA’s own production facility in Thailand.
At the end of 1999, after several months of developing and testing various creative ideas, PANDORA’s first in-house jewellery designers, Lone Frandsen and Lisbeth Enø Larsen, created the PANDORA charm bracelet concept together with Kenneth Ramstrup, Head of Marketing & Sales.
In early 2000, Per Enevoldsen and his team were ready to launch the bracelet concept, but an internal competition had not produced that perfect name everyone had been hoping for.
A few hours before the deadline for printing new marketing materials, a girl who was helping out in the office after school suddenly said: ‘My mum and I think you should call it PANDORA!’
Instantly, they all knew this was the right choice – distinct, easy to remember, feminine and easily pronounceable in many different languages. So that’s how PANDORA got its name.
In early 2000, less than two months after introducing the PANDORA charm bracelet concept to Danish retailers, Kenneth Ramstrup, Head of Marketing & Sales, and the sales team returned after the Easter break to learn that nearly all stores had sold out and were ready to repurchase.
In 2003, PANDORA established a presence in what is today the company’s single largest market, the USA. Four years later, on 1 November 2007, PANDORA USA co-founder Michael Lund Petersen and his team opened their first concept store in Charlotte, North Carolina.
In 2005, after entering North America, Australia and major European markets such as the UK and germany, PANDORA achieved the remarkable sales milestone of 5 million units in a year. One year later, that number had nearly doubled.
The first ever PANDORA concept store, all sparkling and white, opened its doors in Hamburg, germany in October 2006. Since then, it has been followed by 671 others around the world.
In 2009, PANDORA celebrated becoming one of the world’s three largest jewellery brands, measured by estimated retail value.
On a bright Tuesday morning, 5 October 2010, a brand new ticker symbol appeared on the NASDAQ OMX Copenhagen stock exchange for the first time – ‘PNDORA’.
PANDORA founder Per Enevoldsen had a dream that one day he would be able to travel the world and see a PANDORA store on every high street. Today, his dream has come true, and PANDORA jewellery is currently sold through over 10,500 points of sale in more than 65 countries across six continents.
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