In a move that reflects the growing impact of precious metal price volatility on jewellery manufacturing, Danish jewellery giant Pandora has announced plans to shift a significant portion of its offering away from traditional sterling silver and toward platinum-plated alternatives in response to sharply rising silver prices.
The company, best known worldwide for its charm bracelets and fashion jewellery, said the decision is part of a broader strategy to reduce its exposure to raw material cost swings that have seen silver more than double in value over recent months. While platinum itself is a precious metal with its own price pressures, the brand plans to utilise platinum plating over an alloy core, allowing it to manage input costs while maintaining a premium aesthetic and durability.
Pandora’s chief executive has indicated the shift will not see all products move to platinum-plated metal, but that the proportion of silver used in its jewellery lines will be reduced markedly — potentially to around 20–25 per cent of offerings by the end of 2028.
This phased transition also signals a broader re-thinking of material strategies within large jewellery retailers as supply chain and commodity pressures mount.
The company has emphasised that retail prices for the new platinum-plated pieces will remain broadly in line with their current silver counterparts, aiming to deliver jewellery that maintains everyday wearability without significantly increasing cost to consumers.
For jewellers and suppliers, Pandora’s announcement highlights the increasing influence that precious metal costs have on design, sourcing and price positioning in today’s market. Silver’s traditional role as a primary metal in mass-market jewellery has long been shaped by its relative affordability and finish quality, but its recent price surge is prompting global brands to reconsider how they balance material performance with cost management.
As platinum plating moves into the spotlight for a major global brand, smaller jewellers might also see opportunities, and challenges, in communicating material value to customers, managing inventory choices and navigating pricing strategies in a climate of ongoing commodity shifts.
