Editor’s Note
Pandora is shifting to platinum-plated bracelets in 2026 to reduce reliance on volatile silver prices, joining other brands like Tiffany & Co. in diversifying precious metal offerings.
Pandora will launch platinum-plated versions of its best-selling bracelets this year.
IDA MARIE ODGAARD/Ritzau Scanpix/AFP via Getty Images
Pandora will introduce platinum-plated bracelets this year to reduce its reliance on price-volatile silver.
The brand stated that gold and silver prices ‘skyrocketed over the past year.’
Other jewelry brands, such as Tiffany & Co., are also moving away from silver and turning to other precious metals.
Pandora, known for its iconic silver bracelets, is turning to another precious metal in 2026 – platinum. The Danish jewelry brand will launch platinum-plated versions of some of its best-selling bracelets this year to reduce its dependence on price-volatile silver, according to a press release on Wednesday.
The platinum-plated range will also be expanded to the charm collection in the second half of the year, it added. The company said in the release that the decision was made after ‘the price of silver and gold skyrocketed over the past year.’
Pandora was founded in Copenhagen in 1982 and now operates around 2,400 stores in more than 100 countries, according to its website. Its stock price has fallen about 63% over the past year.
Representatives for Pandora did not respond to requests from Business Insider (BI).
Pandora’s move ‘shows a company undergoing a significant realignment of its product offering, customer positioning, and supply chain,’ analysts at investment bank Jefferies wrote on Wednesday. The realignment also underscores how jewelry manufacturers are forced to rethink materials and pricing as precious metal markets become increasingly volatile after a year of historic gains.
Pandora is not the only jewelry brand moving away from silver. Executives at LVMH said in a January conference call that they instructed Tiffany & Co. to reduce its reliance on silver and focus more on gold and high-end jewelry.
Silver has seen a rapid rally: Prices rose up to 70% in January, after already surging around 170% the previous year. This was driven by a combination of tight supply, high investment demand, strong industrial usage, and speculation.
The silver price hit a record high of over $121 per ounce last week, before crashing up to 36% on Friday – the metal’s biggest single-day loss since 1980. Prices have since recovered somewhat, but analysts continue to warn of persistent high volatility.
The silver price was around $77 per ounce as of Wednesday at 9:49 PM ET, still up about 25% year-to-date. The gold price is currently around $4,862 per ounce.
Platinum prices have also risen sharply in tandem with silver and gold. The metal gained about 165% last year and is up about 8.4% so far this year, adding further cost pressure for jewelry manufacturers.
Read the original article on Business Insider US.