Pandora hopes to charm consumers as it adapts to simpler tastes in jewellery
The firm has admitted it has been too slow to change — in 2017, it sold 200,000 charms a day but sales fell last quarter as customers opted for fewer per bracelet
Copenhagen — Investors in Pandora, the world’s biggest jewellery maker, need to be patient as it adapts its trademark charm bracelets for today's more simple tastes while expanding in areas such as necklaces and rings, its design head says. Chief creative officer Stephen Fairchild is charged with speeding up innovation at the Danish company, which ousted its CEO two months ago after a profit warning that wiped a quarter off its market value. The company has repeatedly admitted that it has been too slow to change. In 2017, it sold 200,000 charms a day, but sales fell last quarter as customers opted for fewer per bracelet. It has now launched a new collection, called Reflexions, with interchangeable, flat charms instead of its signature dangling ornaments, and prices ranging from $30 to $200. "As a publicly traded company we always have to protect the bottom line, but at the same time we need to have products that drive the brand and not necessarily the volume. We need to create desir...
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