Jewellery businesses, like those in most other fields, often suffer downturns in their fortune as fashions and tastes change. However, some companies defy the odds of the fast-changing world to become steadfast classics. To this small group should be added the name of the Danish design-led jewellery group, Pandora Jewellery.

In 1982, Pandora jewellery was established in Copenhagen by Danish goldsmith Per Enevoldsen and his wife Winnie and continued to expand from its modest jeweller’s shop beginnings. Their frequent trips to the orient to source supplies for their store led to the development of a wholesale business selling to retailers across Europe. In 1989, they built on the trust developed in those earlier trading voyages and began producing their own designs in Thailand for retail in the West.

The next milestone for Pandora jewellery was its reinvention of the charm bracelet concept, which was launched on to the Danish market in 2000. Following exceptional local demand, the Pandora jewellery range was rolled out internationally from its Scandinavian base, entering the USA in 2003, Germany and Australia in 2004 and the UK market in 2007. Today, the company’s products are sold in more than 10,000 stores in 55 countries around the world.

The latest development for dedicated Pandora jewellery lovers is the branded concept stores now found in over 420 locations. The stores are run in partnership with local partners such as British jeweller TH Baker who operate three such stores in the major English towns of Crawley and Worcester, as well as in the flagship destinations of the Merry Hill Centre near Dudley and in the strikingly designed Bullring in the UK’s second city of Birmingham.

In the UK, the postal system has enabled national coverage through internet-based sales. This route to market has been adopted by sites such as the jewelhut.co.uk and ensures that customers are never more than a click away from their favourite charm bracelets.

As Pandora grows, the business is expanding quickly with 2010 bringing the first stores opening in Russia as well as the company becoming a publicly listed company on the NASDAQ OMX stock exchange in Copenhagen. In 2011, Pandora has become the official sponsor of Glamour magazine’s "Woman of the Year" awards which celebrate the most talented women in film, music, fashion, TV, theatre, business, literature and sport.