Danish jewellery brand Pandora will introduce platinum-plated products to reduce its reliance on silver, which is growing increasingly expensive.
The prices of precious metals has continued to soar in the last year, with silver more than doubling in value.
Although platinum has also sharply increased in price and is more expensive than silver per ounce, Pandora plans to manufacture platinum-plated alloy-core jewellery, which will be cheaper to produce than pure silver pieces.
Berta de Pablos-Barbier, CEO of Pandora, said: “With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewellery that is exceptionally well-suited for everyday wear.”
The firm was founded in Copenhagen in 1982, and now has stores in more than 100 countries.
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In the first quarter of 2026, Pandora will launch a selection platinum-plated versions of its best-selling bracelets across 30 stores in Northern Europe. This will precede a global launch in the second half of the year.
The platinum-plating process will be inspired by the company’s Evershine line of gold-plated products, launched in 2015.
According to the Financial Times, Pandora will move from making around 60 per cent of its jewellery from silver to about 20 per cent by the end of 2028.
“It’s highly frustrating when you are a highly desirable jewellery brand to be considered a silver trading company,” de Pablos-Barbier told the Financial Times.
“This is something we want to move away from, to stop being so linked to one commodity.”
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