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Our history

How a Danish jewellery brand designs pieces for women around the world to express their stories through their style.

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A charm to tell so many stories

Pandora began designing its beloved charms in the year 2000. Each charm has a meaning, or in some cases, many meanings. Whether it’s a celebration of colour or pattern or a tribute to a country, occasion, activity or most importantly, a person, each charm is designed to tell the personal story of its wearer while showcasing their unique style. Our charms are worn with love on bracelets and necklaces; created especially to be worn in ways unique to those who wear them.