Pandora Shifts Strategy with Platinum-Plated Launch to Navigate Volatile Silver Market
In a strategic move to buffer against volatile precious metal markets, Pandora has unveiled plans for a global rollout of platinum-plated jewellery. The initiative marks a significant shift for the world's largest jewellery brand, long synonymous with sterling silver, as it seeks to diversify its core material base.
Rising costs for silver and gold over the past year have squeezed industry margins, prompting Pandora to explore alternative commodities. "The current market dynamics require agility and innovation in our sourcing and design," said Pandora CEO Berta de Pablos-Barbier. "Introducing platinum-plated jewellery allows us to offer a new, enduring precious metal to our customers while future-proofing our business."
The new collections will utilize a proprietary plating technique built upon the company's PANDORA EVERSHINE metal-alloy core—a technology first developed for gold-plated items in 2015 and now refined for platinum. The company touts platinum's hypoallergenic properties, resistance to tarnishing, and suitability for daily wear as key consumer benefits.
This pivot is also data-driven. A July 2025 consumer survey of 23,000 participants revealed that 78% recognized platinum as a precious metal, compared to 69% for sterling silver, indicating strong market perception and potential uptake.
The launch will be cautious and phased. A pilot program, starting in Q1 2026, will introduce platinum-plated versions of best-selling bracelets across 30 stores and online platforms in Northern Europe. Pending successful results, a broader global launch is slated for the second half of 2026, expanding to include more bracelet designs and charms.
Critically, Pandora emphasizes that the new lines will remain within its "accessible luxury" price positioning. The move is framed not as a move upmarket, but as a strategic diversification within its established price range.
The company also reinforced its sustainability commitments, stating that since 2024, all its silver and gold has been sourced from recycled materials—a practice it plans to extend to platinum and other metals in the future.
Market Voices: A Mixed Reaction
The announcement has sparked discussion among industry watchers and consumers:
Eleanor Vance, Retail Analyst at Finch & Co.: "This is a prudent, calculated risk. Pandora is leveraging its existing EVERSHINE technology to enter a new metal category without the capital intensity of solid platinum. It's less about abandoning silver and more about building a more resilient, multi-material portfolio."
Marcus Thorne, a long-time Pandora collector from London: "I'm intrigued. Platinum has a premium feel and durability that could be great for everyday pieces. If the price stays reasonable and the quality is there, I'd definitely try it. It feels like a natural evolution for the brand."
Layla Chen, Founder of 'Ethical Adornment' Blog: "This feels like a slick marketing pivot to distract from commodity price pressures. 'Platinum-plated' is still a coating over a base metal. It's not the same as solid platinum, and consumers might feel misled. Is this real innovation, or just cost-cutting dressed up as something new?"
David Forsberg, Stockholm-based Jewellery Designer: "From a design perspective, this opens new aesthetic avenues. Platinum's cool, bright white sheen is distinct from silver. If Pandora's plating technology is robust, it could attract a clientele looking for that specific look and perceived longevity without the solid platinum price tag."