Unforgettable memories in one keepsake

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A set from the Night Blue collection

A set from the Night Blue collection

For a sentimental woman, it’s always hard to let go of things that remind her of special and memorable events in life. But what if she can immortalize past and future milestones in just one keepsake?

With Pandora’s over 600 bracelet charms, she can do so.

An international jewelry brand from Copenhagen, Denmark, Pandora is known worldwide for its extensive charm collections meant for “Unforgettable Moments”—its tagline goes.

“Pandora is about ‘create and combine’—customizing your jewelry using our charms. People buy charms to collect their memories, milestones and celebrations and build them so that every bracelet is personal with their own stories,” shared Tricie Legarda, Pandora Philippines’ sales and marketing head, in an interview with The Manila Times.


Affordable luxury
Pandora was born from the vision of a Danish silversmith Per Enevoldsen and his wife to make affordable yet high-quality jewelry. Building the business straight out of their garage, they started off with rings and later on grew to offer a complete jewelry line.

The ‘Mystical Tale’s’ Pandora and the Prince with (from left) Katherine Chan, Asia Pacific regional sales manager; Tricie Legarda, sales and marketing manager Pandora Philippines;narrator Menchu Lauchengco; and Emerson Yao, Lucerne’s managing director

The ‘Mystical Tale’s’ Pandora and the Prince with (from left) Katherine Chan, Asia Pacific regional sales manager; Tricie Legarda, sales and marketing manager Pandora Philippines;narrator Menchu Lauchengco; and Emerson Yao, Lucerne’s managing director

But according to Legarda, among their jewelry concepts, it was the charm bracelets that made a name for the Enevoldsens with the product now comprising 85 percent of the business.

Asked what she thinks made the line such a hit, she replied, “There have always been charm bracelets before Pandora but the brand was the one to introduce silver charms, and the first to have a selection of over 600. So there’s something for all occasions be it finding your first love, your first job, or even having your first baby.”

Besides this, women can also wear charms that suit their hobbies or personalities, especially since Pandora regularly adds and updates its collections every season.

“It [collecting charms]becomes addicting,” Legarda added.

Never forgetting its origins, all Pandora stores worldwide still carry its earliest and best-selling charms. These include the Love charms with an assortment of hearts, the Family charms, the Travel charms with its airplanes and passports, Cities charms featuring the Eiffel Tower and Statue of Liberty, among others.

Moreover, Pandora’s very first set of charms, the Angel charms, is always reinvented for new collections.

‘A Mystical Tale with Pandora’ features the newest collection with a ballet conceptualized by Floy Quintos

‘A Mystical Tale with Pandora’ features the newest collection with a ballet conceptualized by Floy Quintos

Success stories
Founded in 1982, Pandora still designs, manufactures and markets hand-finished modern jewelry from silver and other genuine materials. Currently, it is found in 70 countries across six continents.

“Pandora is now very big in Europe and America. In Asia, it only arrived in 2010 so we’re relatively a new market for the brand. But we are growing quickly in the region,” Legarda explained.

The Philippines has indeed proven to be a receptive market having expanded to nine stores in just four years. Two more branches are also soon to open.

“Many Filipinos knew about Pandora from their travels outside the region, and they are happy that it is now available here,” Legarda enthused.

New collections
Pandora also launched its newest Autum/Winter 2014 collection on September 11 at the Mega Fashion Hall in SM Megamall, Mandaluyong City.

Titled “A Mystical Tale with Pandora,” the unveiling was preceded by a special performance of the Philippine Ballet Theater as directed by playwright Floy Quintos, with set and costume design by Gino Gonzalez.

Elaborating on the launch’s concept, Legarda said, “The pieces from the new collection inspired us to interpret them into a ballet.”

Indeed, the charms of Shimmering Leaves, Dark Florals, Night Blue and Fairy Feather conjure images of the graceful dance. Each series is comprised of textured pieces crafted from sterling silver, 14-karat gold, colored enamel, and cubic zirconia.

The launch-cum-ballet was also thoughtfully staged for Pandora officials who flew in the brand’s Asian headquarters in Hong Kong, as well as several partners from Singapore. More importantly, the production was proof that Pandora has become beloved by the Filipino woman.

As event host Menchu Laucchengco-Yulo narrated, “Imagine if you could go through life, gathering precious charms that are symbols of its mysterious and wondrous unfolding.”

Pandora’s boutiques are located at Greenbelt 5, Glorietta 4, Bonifacio High Street Central, Newport Mall in Resorts World Manila, Shangri-La Mall East Wing, The Podium, Elemento in SM Aura Mall, Mega Fashion Hall in SM Megamall, and Century City Mall.

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