Pandora plans to introduce platinum-plated jewellery worldwide as it seeks to lessen dependence on sterling silver amid volatile precious-metal prices.
The Danish jewellery group said rising silver and gold costs over the past year have put pressure on industry cost structures, prompting a move to diversify its commodity exposure.
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Under the initiative, the group will apply platinum plating using a new technique built on its PANDORA EVERSHINE metal-alloy core.
According to the company, the approach is designed to support fine jewellery manufacturing methods while enabling production beyond traditional silver-based items.
Pandora CEO Berta de Pablos-Barbier said: “I am very excited to introduce this important expansion, adding a new precious metal to our collections. Our platinum-plated jewellery is crafted to the highest quality standards and reinforces Pandora’s leadership in accessible jewellery.”
Pandora said platinum does not tarnish and is certified hypoallergenic and water-resistant, making it suitable for regular wear, including during swimming and exercise.
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By GlobalDataThe company added that the new lines are intended to remain within accessible price ranges while shifting away from heavy reliance on silver.
In July 2025, Pandora ran a consumer survey involving 23,000 participants, which found that 78% recognised platinum as a precious metal, compared with 69% for sterling silver.
The company will begin testing the concept in the first quarter of 2026 with a selected range of its best-selling bracelets offered in platinum-plated versions.
The pilot will cover 30 stores and online platforms across Northern Europe.
Results from the trial will shape a broader launch planned for the second half of 2026, when Pandora aims to expand the assortment to include more bracelet designs and several charms.
Pandora also reiterated its sustainability commitments, noting that as of 2024, it will produce jewellery exclusively from recycled silver and gold.
It said recycled sourcing will gradually be extended to other metals, including platinum, to reduce environmental impact.
The company added that PANDORA EVERSHINE was first introduced in 2015 for gold-plated collections and has since been refined for use in platinum-plated jewellery.
