Editor’s Note
**Editor’s Note:** This article details a joint operation by Pandora and Amazon’s Counterfeit Crimes Unit, which, in collaboration with Chinese authorities, dismantled a ring importing fraudulent jewelry. The investigation, launched in 2020, underscores ongoing efforts to combat intellectual property theft in the global marketplace.
June 26, 2025
By Suzanne Watkin
Pandora has collaborated with Amazon’s Counterfeit Crimes Unit to expose and curb the large-scale import of fraudulent goods from two sellers in China.
Pandora’s Intellectual Property Rights and Brand Protection team commenced its investigation in 2020 after multiple customs seizures, the company said Thursday. Amazon and Pandora cooperated with Chinese law enforcement, which carried out a criminal raid and seized thousands of fake Pandora jewelry pieces. In March of this year, a Shanghai court found the operators guilty of trafficking counterfeit goods, sentencing them to five years in prison and imposing substantial fines.
In 2024, Pandora contributed to the removal of half a million social media accounts, web pages and other online content promoting counterfeit products. This is a 215% rise compared to the previous year, due to the use of artificial intelligence (AI)-powered detection tools, the jeweler noted. The company also was involved in confiscating around 100,000 fake jewelry items. It continues to cooperate with Amazon and local law enforcement units to protect consumers and intellectual property.
The Organisation for Economic Co-operation and Development (OECD) claims that fraudulent and pirated products account for 2.3% of worldwide trade, with the European Union alone receiving fake imported goods valued up to DKK 887 billion ($137.52 billion) a year.
Image: Some of the counterfeit Pandora jewelry seized. (Pandora)
