05.02.2026 18:17
Pandora decided to make changes to its 2026 strategy by adding to its collection of platinum-coated products due to sharp fluctuations in silver and gold prices; this move indicates that the trend of "escaping from silver" is gaining strength in the industry.
The global jewelry giant Pandora has decided to make a fundamental change in its 2026 strategy by adding a collection of platinum-plated products following sharp fluctuations in silver and gold prices.
RECORD INCREASE IN SILVER AND GOLD CHANGED THE STRATEGY
The Danish jewelry brand Pandora has taken a new step to reduce its dependence on raw materials after experiencing "astronomical" increases in silver and gold prices recently. The company announced that it has added platinum-plated options to its product range to balance the unpredictability of costs.
PLATINUM-PLATED MODELS ON THE WAY
According to a statement from Pandora, the platinum-plated versions of the brand's best-selling bracelet models will be available for sale within this year. In the second half of the year, it is also planned to include the "charm" collection in the platinum-plated series. The company's management emphasized that the basis of this decision lies in the sharp and unpredictable increases seen in silver and gold prices over the past year.
“WE ARE REDUCING DEPENDENCE ON SILVER”
In its statement, Pandora noted that the dependence on silver would be reduced with platinum-plated products and that high-quality jewelry would continue to be offered to consumers at more accessible prices.
THE 'ESCAPE FROM SILVER' PERIOD IN THE INDUSTRY
Analysts view Pandora's move as a recalibration of the business model in the jewelry sector. The sharp fluctuations in precious metal markets are forcing many producers to reassess their material and pricing policies. It was previously announced that the LVMH group had also taken steps to reduce silver dependence for its Tiffany & Co. brand in a similar manner.
HISTORICAL VOLATILITY IN MARKETS
While silver prices increased by 170% last year, they also came to the forefront with sharp rises and falls at the beginning of this year. Silver, which reached a historic peak of $121 per ounce, then experienced one of the sharpest daily declines since 1980. The rise in gold and platinum prices is also increasing cost pressure on jewelry manufacturers.
SHARP DECLINE IN STOCKS
Founded in 1982 in Copenhagen and now having 2,400 stores in over 100 countries, Pandora's shares have lost approximately 63% of their value in the past year, influenced by market fluctuations.