Ultimate Guide to PANDORA Jewelry: Bracelets and Charms

Numerous jewelry brands worldwide craft exquisite and valuable pieces, but PANDORA has carved its niche with affordable, customizable, and stylish jewelry options.

Founded in the early 1980s by Danish goldsmith Per Enevoldsen and his wife, PANDORA has grown into one of the top jewelry brands globally. Their collection includes bracelets, pendants, charms, necklaces, earrings, and personalized accessories, plus an exclusive membership club. Among these, PANDORA’s charm jewelry remains the best-selling product.

Let us explore how PANDORA transformed into a global jewelry powerhouse.

Discover the history behind PANDORA’s success.

The Origins of PANDORA

Initially operating as a retailer, PANDORA shifted focus to wholesale after a few years. Since then, the brand has expanded internationally, launching in the US in 2003 and entering Germany and Australia in 2004. Today, PANDORA's presence spans over 70 countries through approximately 900 concept stores, making it the third-largest jewelry manufacturer worldwide.

PANDORA’s Signature Bracelets and Charm Collection

While many jewelry brands focus on rings, necklaces, and earrings for sales, PANDORA’s charm bracelets have been their top sellers.

The iconic design was created by Enevoldsen—a sleek silver rope with open spaces designed for inserting charms made of silver, gold, semi-precious stones, or Murano glass. This design gained instant popularity, becoming a global fashion staple. In 2000, PANDORA secured a patent for this bracelet style.

It's important to note that PANDORA didn’t invent the charm bracelet concept but revitalized it by drawing inspiration from age-old folklore, where charms symbolized protection against evil.

In the US, charm bracelets gained popularity during the 1930s and 1950s, but PANDORA’s innovative approach and affordability set it apart, making these jewelry pieces accessible to all social classes.

During a recession when luxury jewelry was less in demand, PANDORA offered elegant charms priced between $15 and $21, appealing to middle-class buyers. Their versatile designs suited any occasion—be it a night out or casual wear—making them a wardrobe essential.

How PANDORA Creates Its Charms

PANDORA’s success lies not only in timing but also in strategic design. Their charms reflect modern tastes while honoring traditional artistry, with an emphasis on vibrant colors and cultural motifs.

The vast variety—currently over 800 unique styles—allows customers to create personalized bracelets full of meaningful insignias and symbols.

Today, PANDORA bracelets and charms are available at most jewelry outlets, so visit a store to craft your own unique piece!