Liquid Creativity

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How branding changed an industry

Traditionally, consumers purchased jewellery based on budget, style, quality or design, not brand, whereas watches were marketed very differently, often driven by brand. Jewellery businesses come from more of a manufacturing angle and suppliers used quality, price and service to market their products. The Pandora line of jewellery started doing things differently.

The Pandora brand

Pandora began to personalise their product and, by doing so, created a point of difference in the market place. They devised the concept of the consumer designing their own jewellery, thereby ensuring each piece is unique and personal.

Traditionally the consumer made their choice based on what was on offer, but Pandora created a brand around the expression of individualism, emotional connections and unforgettable moments through the personalised design of their jewellery. By involving the consumer in the process, the product had more meaning and attachment.

Today, Pandora inspires women and allows them to express their own personal style and unique story. They have advertised widely through magazines like Australian Harpers Bazaar and the American Glamour Magazine, targeting their core market with the chance to wear “their own personalised testimonial to life’s unforgettable moments”. To support this message they offer charms that symbolise love, devotion or a special moment. These can be collected and added to their personalised bracelets and necklaces.

A piece of Pandora jewellery is like a woman’s signature. They can wear any given piece to match their mood and style, whether casual, romantic or for a touch of elegance.

Pandora has developed into a global brand that is currently sold in 18 countries. From the beginning they set out to inspire women and have kept to their core message and promise. 

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