Pandora has announced a strategic shift in its jewelry production, transitioning from silver to platinum-plating in response to soaring silver prices. Over the past year, the price of silver has increased dramatically, prompting the company to reduce its reliance on this precious metal. The Danish firm, one of the world’s largest jewelry retailers, currently produces most of its jewelry from silver but intends to limit this to around 25% of its offerings. Pandora's CEO, Berta de Pablos-Barbier, indicated that while not all jewelry will be switched to platinum-plated designs, this move is part of a larger strategy to minimize exposure to fluctuating commodity prices.

Despite platinum's higher cost compared to silver, the company plans to create an alloy to keep production costs manageable. Over time, segments of its silver ranges will transition to platinum-plated options. This new line is expected to be introduced in 2026, with initial production outsourced before transitioning to Pandora's facilities in Thailand and Vietnam. Maximizing platinum's usage could lead to improved durability and consumer acceptance compared to silver. The shift also stems from the desire to refine the brand's image and reduce its identity tied to silver as a commodity, despite the ongoing volatility in silver prices affecting Pandora's profits.}