The name Pandora is instantly synonymous with the brand’s signature collectible charm bracelets. But the launch of their latest collection, PANDORA ESSENCE, represents a new evolution for the world’s largest and most loved jewellery brand.
The 50-piece collection’s organic contours and sensual shapes take their inspiration from natural forms.
Of PANDORA ESSENCE, Creative Directors Francesco Terzo and A. Filippo Ficarelli have said: “We want to represent the idea of freedom, while creating sensual designs that invite to touch. Nature was an important inspiration, yet we wanted to take this in a more specific direction that touches upon Pandora’s DNA.”
Starting as a small jewellery shop in Copenhagen 40 years ago, the brand’s Nordic roots shine through the new collection’s fluid lines and clean aesthetic. In a new direction for Pandora’s aesthetic, the collection features a modern take on dramatic shapes and organic forms, with hoop and drop earrings, stackable rings and necklaces, and bold, simplistic styles.
In keeping with the brand’s firm commitment to sustainability, pieces are crafted from recycled silver and gold, punctuated with cultured pearls and finished with high-quality craftsmanship.
By the second half of 2024 Pandora will be using 100 percent recycled gold and silver in its jewellery, a year earlier than originally planned. Speaking with marie claire at Australian Fashion Week, Mads Twomey-Madsen, SVP Global Communications and Sustainability at Pandora, explained, “When we sat down to do a climate plan a few years back, it was very clear that the main thing to tackle was our main materials; silver and gold. That was where the biggest piece in the whole equation was.”
Twomey-Madsen added that the company has been able to accelerate the timeline of its targets thanks to the support of its suppliers, noting, “we’ve been really positively surprised by their backing for this.”
“All the suppliers who were there when we said ‘this is what we want to do’, they all went along on the journey and that helped it move faster,” he explained. “You have to remember these are companies that have to shift around the way they supply us, they might have to separate production lines to be able to segregate the recycled from the not recycled, but everybody went along so that made us be able to reach the target faster than we thought we would.”
As a brand, Pandora was built around moments, charms and bracelets. Even as it enters its new era, charms and bracelets will still be a core part of the Pandora business. However, as Twomey-Madsen explained, “What you see now when you look at Pandora today is that we have become a full jewellery brand.”
This ability to blend modern initiatives with tried-and-tested facets is part of what has ensured Pandora’s longevity.
“If you look at what we we offer with our jewellery, which is quite unique, it allows for storytelling, for personal expression, in a very personalised way. You can combine our charms, for example, and many other pieces to express what you want to remember and what you want to tell to people around you. That kind of breadth and opportunity to express yourself just keeps resonating with people in today’s world,” Twomey-Madsen added. “Then we’ve done a lot in recent years to connect with culture connect more, with the good vibes that are going on.”
One such example included the recent launch of ESSENCE in Australia during Fashion Week. Hosted at a house overlooking the harbour in Vaucluse, friends of Pandora—including Hari Nef, who flew in from the US for the occasion—celebrated the brand’s new era with a glamorous soirée.
Plus, with the ‘ear stacking’ trend showing no signs of slowing down in 2024, the PANDORA ESSENCE collection is the perfect place to build your own curated stack.
The collection’s range of unique round huggies and hoops is made to mix and match, so you can express your creativity with your personal curation of pieces to wear your own way.
The PANDORA ESSENCE collection will be available in-store and online from May 16th.
For more information, go to pandora.net
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