Pandora Shifts to Platinum Amid Rising Silver Prices

Sat Feb 07 2026 00:45:58 GMT+0200 (Eastern European Standard Time)

In response to significant increases in silver prices, Pandora announces a strategic shift to using platinum in some of its jewelry collections, planning to have silver comprise only 25% of its offerings by 2028.

Pandora, the renowned jewelry brand, is transitioning from silver to platinum for certain product lines as silver prices have skyrocketed, more than doubling over the past year. The company aims to reduce its reliance on silver, which has historically been its primary material, down to 25% of its offerings by 2028. CEO Berta de Pablos-Barbier emphasized that the move would align with consumer preferences for durability while challenging the firm's identity tied to silver alone.

Jeweller Pandora has announced a significant move to switch to platinum from silver in some of its ranges due to the dramatic increase in silver prices. Silver has seen its price more than double over the past year, prompting the Danish firm, one of the world's largest jewelry retailers, to reevaluate its material sourcing.

Pandora's chief executive stated that although the aim is not to convert all jewelry to platinum, silver will decrease to about 25% of its offerings. This decision is a strategic effort to minimize exposure to volatile silver markets.

The new direction, which is planned to be completed by 2028, aims to enhance the everyday wearability of its pieces, as platinum is recognized for its durability. Consumer feedback has shown a high acceptance of platinum, with many customers appreciating its robustness compared to silver.

As the firm looks to transform its brand image away from being perceived solely as a silver trading company, the current high prices of silver have had a temporary impact on earnings, affecting the company's profitability.

Pandora plans to implement this pivot in the coming years, aligning with market trends and consumer preferences for stronger materials in their jewelry collections.