Pandora to Begin Selling Platinum-Plated Jewelry

Following a pilot program in Northern Europe, Pandora will roll out new platinum-plated jewelry in stores globally in the second half of 2026.

Copenhagen, Denmark—Pandora will start selling platinum-plated jewelry in stores worldwide later this year.

The Danish jewelry company will pilot a selection of platinum-plated bracelets in 30 stores across Northern Europe and online in Q1.

In the second half of 2026, the collection will launch globally, with more bracelets added as well as a selection of charms.

The volatile gold and silver prices, as well as a consumer survey, influenced Pandora’s decision.

“With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewelry that is exceptionally well-suited for everyday wear,” new Pandora CEO Berta de Pablos Barbier said in a news release.

The price of silver was around $74 per ounce as of press time, with a one-year high of $116 and a one-year low of $29.56, according to Kitco.

The price of gold was $4,816, with a one-year high of $5,414 and a one-year low of $2,843.

The price of platinum, however, has also fluctuated. It was $2,020 as of press time, with a one-year high of $2,776 and a one-year low of $913.

While platinum is more expensive per ounce and not immune to market fluctuations, this new collection will be plated, using less of the metal, whereas Pandora’s silver jewelry is .925 silver. 

Underneath the platinum plating is Pandora’s “Evershine” metal-alloy core, which was introduced in 2015 and is used for its gold-plated jewelry. 

The process has been optimized for the new platinum-plated jewelry, the company said.

Reducing its reliance on silver will protect its margins, but it’s also about strengthening its consumer proposition, a Pandora spokesperson said in an email to National Jeweler.

In a consumer study conducted in July with 23,000 participants, 78 percent of respondents said they recognized platinum as a precious metal compared with 69 percent for sterling silver.

Pandora said the introduction of platinum plating also allows it to continue to offer accessibly priced jewelry. The spokesperson confirmed that the new platinum-plated pieces will be similar in price to the company’s sterling silver jewelry.

In the release, De Pablos-Barbier highlighted both the durability and the look of the new jewels.

“The platinum-plated pieces deliver refined aesthetics, combining modern elegance with lasting beauty. This strengthens the resilience of our business, while allowing us to present new, finely hand-finished jewelry to the Pandora community,” she said.

Pandora also noted several of platinum’s more tangible attributes, including that it doesn’t tarnish and is hypoallergenic. 

Pandora has used “recycled” silver and gold in its jewelry since 2024 and said it will gradually shift more metals, including platinum, to “recycled” sources.