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Australian customers can now purchase Pandora jewellery online through the brand's new e-store
Australian customers can now purchase Pandora jewellery online through the brand's new e-store

Pandora unveils Australian online store

Pandora has launched an Australian online store as the international jewellery brand continues to invest in a multi-channel retail strategy.

The ‘e-store’, which will operate in addition to the company’s existing website, allows consumers to browse and purchase the same jewellery product available in Pandora’s physical company-owned and franchise stores.

Customers can view pieces by collection, category, theme, metal, stone, colour and price point while also being offered gift suggestions for certain occasions and milestones.

Pandora Australia president Brien Winther described the new e-commerce platform as an “important milestone” designed to offer customers a “seamless” experience consistent with that provided in its bricks-and-mortar stores.

Brien Winther, Pandora Australia president
Brien Winther, Pandora Australia president

“Today’s customers are digitally savvy and they expect brands to be consistent with information and service, whether they are in-store, online or on mobile,” he explained.

Commenting on the timing of the online store rollout, in light of the fact that a number of high-profile jewellery brands have had their own e-commerce platforms for several years, Winther said, “Our focus over the past three years has been to build a strong branded network that provides consumers with a wonderful experience in-store.”

He emphasised this would continue to be the company’s focus, explaining, “Certainly all the research we have studied shows that the vast majority of consumers will research online but prefer to shop where they can touch and feel the product. The online store is an additional way for consumers to explore our brand.”

When asked how the e-store would impact retail stockists, Winther reiterated the point that it was believed most consumers favoured an ‘in-store experience’ where they could touch and feel the jewellery.   

He did, however, acknowledge that some consumers would prefer to purchase online, adding that the platform was specifically designed to suit the local market.

“We designed the layout of the online store on the back of how our Australian customers browsed our brand website, pandora.net,” he explained. “The Pandora online store in Australia is merchandised with gift sets and styled jewellery sets that have been customised to the Australian market.”

As previously reported by Jeweller, Pandora launched an e-store in the US in April this year. The brand also has an online sales platform in Europe.

Pandora launched in Australia in 2004 and today has more than 100 brand-only concept stores across Australia and New Zealand. Globally, the brand has a presence in more than 90 countries.

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