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The world’s largest mass-market jewellery brand, Pandora, has refuted recent suggestions that it plans to enter the engagement jewellery market. | Source: Pandora
The world’s largest mass-market jewellery brand, Pandora, has refuted recent suggestions that it plans to enter the engagement jewellery market. | Source: Pandora

Pandora denies any changes to engagement jewellery strategy

The world’s largest mass-market jewellery brand, Pandora, has rebuffed any suggestion that it plans to enter the engagement jewellery market.

As reported by JCK Online, Pandora has begun offering an assortment of engagement rings online featuring lab-created diamonds and cubic zirconias.

An ‘engagement ring’ page is reachable via search engines; however, it does not appear to be linked on the website’s home page. Editor Rob Bates contacted Pandora to clarify the matter. 

“We have not changed our strategy. We are not targeting the bridal market specifically, but we know that some of our clients buy our jewellery for this purpose,” spokesperson Johan Melchior said.

“They also search online or in-store for related terms and products, so occasionally, we use such language to help guide them.”

In June, Pandora released its new lab-created diamond jewellery collections in mainland Europe for the first time.

The company recently reported a 15 per cent increase in revenue in the second quarter, partly attributed to the popularity of lab-created diamond collections.

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