Danish jeweller Pandora is introducing a new platinum-plated jewellery line, marking a strategic move to diversify its precious metals portfolio and reduce reliance on silver.
The company is using a new plating technique that builds on its PANDORA EVERSHINE™ metal-alloy core and enables the use of fine jewellery manufacturing methods with platinum plating.
The jewellery is certified hypoallergenic, water- and tarnish-resistant and will expand the company’s commodity exposure to rely less on silver.
“With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewellery that is exceptionally well-suited for everyday wear,” said Berta de Pablos Barbier, CEO of Pandora. “This strengthens the resilience of our business.”
The first platinum-plated pieces will be presented “in just a few months,” she added.
Silver prices reached an all-time high of US$121.6 per ounce on January 29, 2026, but was followed by a sharp correction, with prices plunging to around US$78.7 on February 2.
According to Pandora, volatility in global commodity markets has challenged the jewellery industry’s cost models, as the price of silver and gold skyrocketed over the past year.
By introducing platinum-plated products, Pandora will reduce its reliance on sterling silver while continuing to offer consumers high-quality, desirable jewellery at accessible price points. Unlike silver, platinum does not tarnish even if worn to the beach, pool or for workouts, added the jeweller.
Platinum is regarded by consumers as a premium, precious white metal. A large-scale consumer study conducted by Pandora in July 2025 revealed that 78 per cent of 23,000 participants recognised platinum as a precious metal, compared to 69 per cent for sterling silver.
Pandora is set to introduce a curated selection of best-selling bracelets in a platinum-plated version across 30 stores and e-com in Northern Europe in the first quarter of 2026. The pilot will inform a global launch in the second half, when Pandora will offer more platinum-plated bracelets as well as a selection of charms.
Since 2024, Pandora has been crafting its jewellery using 100 per cent recycled silver and gold. Over the coming years, the company said it will gradually shift more metals, including platinum, to recycled sources to further reduce its environmental footprint.
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