Editor’s Note
**Editor’s Note:** Pandora is pivoting its materials strategy, introducing platinum-plated jewelry to offset rising silver costs. The Danish giant aims to cut silver usage from 60% to 20% by 2028, signaling a major shift in production and brand identity.
Pandora is making a strategic shift in materials, moving to produce platinum-plated jewelry to reduce its reliance on silver, which has become increasingly expensive and volatile in recent months. The decision marks a significant strategic change as the Danish jewelry giant aims to drastically cut silver usage—currently about 60% of its production materials—to around 20% by 2028. The stated goal is to shed the image of a company overly exposed to the fluctuations of a single commodity.
In this context, Pandora’s choice to diversify materials is seen as a defensive yet structural move, designed to reduce exposure to raw material volatility and stabilize margins in the medium term.
As reported by the Financial Times, the Danish jewelry giant will begin selling platinum-plated bracelets in select stores this quarter, with plans to expand the range globally in the second half of the year, including its iconic charms.
By Luisa Vittoria Amen | February 5, 2026