PANDORA story is remarkable, over the last ten years, PANDORA has become one of the biggest jewelry retailers in the world, third place of the market to be exact after Tiffany and Cartier. PANDORA is about 10,300 retailers in over 65 countries, across six continents, and touch every woman generation starting at 15 to 80 years old.
The story of PANDORA begins in 1979 when Per Enevoldsen and his wife (Winnie) opened a little jewelry shop in Copenhagen. It’s essential for the story to precise that Per Enevoldsen was a goldsmith before everything. Looking for ideas, a place for the production and in search of jewelry import, the couple often traveled to Thailand. The couple wanted to control their design. In 1984, the couple opened their facility in Thailand, named PANDORA Productions and hire the designer Lone Frandsen. In that way, the couple was sure to focus the jewelry production on their own and unique brand. So in 1987, the company become a wholesale dealer strictly.
A Star is born
PANDORA was starting to grow, same as his team. In fact, in 1996 (keep that information in mind, it’s the date of my birth) PANDORA was joined by the goldsmith and designer, Lisbeth Eno Larsen. She played a crucial role in the definition of the style of PANDORA. Indeed the two designers of PANDORA Mrs. Larsen and Mr. Frandsen participated in the creation of the concept and style of jewelry.
The real star of the show was born in 2000, in fact, the launch of PANDORA’s charm was born and sell for the first time on the Danish market, and it was a success. How could it not be? PANDORA’s charm was created with the idea of “one charm for every unforgettable” moment in the customer life. PANDORA’s charm became the signature product of the brand, but why exactly? Well, let me explain.
The success of PANDORA’s Charm
From your childhood
The success of PANDORA’s is phenomenal, and since 2000 economic and marketing newspapers, media talk about the success story of this brand who started by having a small shop in Copenhagen. For me the concept it’s so simple but also very brilliant.
As the French proverb, this idea was simple like saying hello. In fact, every woman when they were child made a handmade bracelet. Do you remember these small plastic pearls make and wear by the little girls? They love to do that. A little girl can spend two or three hours to make their bracelet. We also saw that in the toys market, jewelry creation toys are always on the top five of gifts for girls. When a little girl wants to create a bracelet, every detail is essential, choose between different color and form, create a mix match, add few accessories to complete all thing. The same little will spend the same energy to create a unique bracelet for her friend birthday or her mum birthday. Did you see what I mean? What is the difference between this two concept? The answer is nothing, that’s why it’s so genius!
As a little girl, women keep this need from their childhood, like in food, handmade things is always the best and women loved being able to customize their bracelets from hundreds. If you paid attention in math class, you would realize that the customization possibilities are endless.
Why spend so much time by designed jewelry line that could be hard to sell out, when you can create few pieces for a low price with different value. It’s what PANDORA did with PANDORA’s Charm by taking the concept of the handmade bracelet you realized when you were kind and transformed the idea into something precious and endless, like the possibility of customization. With their knowledge (remembers when I said that is was important to mention that the creator was a goldsmith, this is why) they created jewelry with a noble material, so in that way is a guarantee of quality near to their customer. They also have a range for their bracelet and charm, according to your budget and your desire, you can choose what you want between the many sizes and the material.
In marketing, we have a name for that, and it’s Sensory Marketing. In definition, this is all the marketing practices aiming to use one or more of the five senses to favor the purchase of a product or a service, and this is the practice used by PANDORO with the charm bracelet. The solicitation of the consumer’s senses play an important role in customer loyalty through user experience, and PANDORA gets that.
Here, PANDORA appeals to memories and flatter the customer, with his capacity to create and possess something different from the other people. In fact, for the customer, every charm is symbolism of something, and in that way, you can touch the person who the gift it’s. PANDORA knows how much it’s important to create a relationship with every client like PANDORA said this is a love story between them and the client. In fact, PANDORA encourages their consumers to share the personal stories and unforgettable moments that make life extraordinary. Their jewelry is designed to promote the sharing of those stories with others, and social media is organically a perfect fit. For that, PANDORA gives a marketing lesson to all marketers out there.