【Lamphun and 】Why Is Pandora Loved? A Behind-the-Scenes Look at Its Secret Factories in Thailand (Reona Kondo)

Pandora (PANDORA), originating from Copenhagen, Denmark, is known for its personalized jewelry, especially charm bracelets. While offering accessible prices, the brand emphasizes craftsmanship and is sincerely committed to sustainability. This time, invited by Pandora, we visited its manufacturing facility in Lamphun, Thailand, and its innovation center in Bangkok, both brimming with secrets. Here is a report on their allure.
Upon arriving at the Lamphun manufacturing facility, which boasts 4,000 employees, we were greeted by the staff. Despite being founded in Copenhagen, Denmark in 1982, all jewelry is surprisingly handmade at the brand’s own factories in Thailand.
The facility itself is a distinctive space designed with inspiration from charm bracelets, embodying the brand’s four core values: “WE DREAM, WE DARE, WE CARE, WE DELIVER.” The ‘CARE’ perspective is particularly emphasized.
During this explanation, we noticed staff in blue uniforms, different from the maroon attire of most employees. “Those in blue are pregnant employees working reduced hours. We ensure they can leave their desks anytime, including for restroom breaks,” said Jeera Sarge, Pandora’s Chief Supply Officer and Managing Director.
Rainbow flags were prominently displayed throughout the facility. In Thailand, where a law recognizing same-sex marriage came into effect in January 2025, rainbow colors are noticeable even on the streets.
Pandora is also known for its sincere efforts to reduce environmental impact, having been selected by Corporate Knights, a Canadian media and investment research firm and globally authoritative sustainability rating agency, as one of the “100 Most Sustainable Corporations in the World.”
This factory operates on 100% renewable energy from solar power. It has also obtained LEED certification (an international certification system for building environmental performance operated by the U.S. Green Building Council), achieving an 18% reduction in energy use and a 45% reduction in water consumption compared to conventional jewelry factories. Furthermore, 99.6% of manufacturing waste is recycled. A pond in the center of the circular building collects rainwater during the monsoon season, which is used as a water source within the facility.

Inside the factory, we observed and experienced the process of coloring charms. Although it lasted only about 10 minutes, the precise hand movements and intense concentration gave us a firsthand appreciation of the artisans’ incredible skill.
Stepping into the factory revealed the essence of Pandora’s craftsmanship. Jewelry is finished by hand, with up to 25 people involved in creating a single item. The process is diverse, starting with creating wax replicas of the jewelry using rubber molds, assembling the replicas into a tree-like structure, encasing the tree in plaster, burning out the wax completely by heating, pouring silver, breaking the plaster, and then setting stones, coloring, and polishing.
Berta de Pablos-Barbier, Chief Marketing Officer, stated:

However, in addition to the sustainable initiatives mentioned earlier, the brand is actively incorporating new technologies, such as switching to recycled silver and using lab-grown diamonds of the same quality as natural diamonds to significantly reduce environmental impact.
“Our purpose in adopting technology is threefold: to reduce the burden on artisans, achieve more sustainable manufacturing, and enhance traceability. What we do in the realm of craftsmanship is entirely manual. We use technology for dangerous or heavy tasks, such as handling high temperatures or lifting and transporting very heavy items.”

Two days after the Lamphun visit, we toured the innovation center in Bangkok, which handles diverse technologies. This facility, reportedly hosting media for the first time, integrates design, technical research, product development, and quality assurance. It is equipped with the latest jewelry technology and equipment, working day and night on innovation through prototype creation and new product development.
The MICA used for the iridescent luster of this butterfly charm was also created through proprietary technology. Traditionally, materials used for rainbow or polarizing effects have a high environmental impact, so this was developed as an alternative.

Now renowned as one of the most sustainable brands in the fashion and jewelry world, Pandora surprisingly only began seriously focusing on these efforts in 2019, achieving this major transformation in just six years.
Berta explained:

One of Pandora’s appeals is the ability to personalize designs. “When ‘Pandora Moments’ debuted 25 years ago, being able to express yourself through customization was revolutionary,” said Berta.
We also asked Pandora, which now aims for “Net Zero by 2040” (an initiative to balance emissions and absorption, achieving net-zero greenhouse gas emissions), about the brand’s future outlook.
“Regarding ‘Net Zero by 2040,’ it’s challenging to grow the business while curbing environmental impact. The most difficult part is confronting the reality that ‘it’s easier not to do it.’ But we must continue, not just within our own facilities but across all activities. For instance, we are conscious of carbon dioxide emissions not only from packaging but also from digital areas like digital advertising.
Pandora’s vision has always been to be a brand that allows you to express your love and passion in infinite forms. Therefore, the core of ‘storytelling’ and ‘self-expression’ will never change. Looking to the future, we want to create more designs and expand the scope of self-expression through richer aesthetics.”
Photos: Courtesy of PANDORA