In 1987, after several highly successful years as wholesalers, the company discontinued its retail activities and moved to larger premises. After a few more years as wholesalers, Winnie and Per were inspired to open their own factory in Thailand. This was done as a means of ensuring, among other things, control of their own designs. Lone Frandsen was hired as a designer, and the company began to focus on creating a unique jewelry brand. In 1996, Lisbeth Larsen, goldsmith and designer, joined the company and, together with Lone, she has played a key role in defining PANDORA’s style.

1999 saw the launch of PANDORA’s ever-popular charm bracelet on the Danish market. Consumers quickly embraced the concept, and PANDORA grew hand in hand with the increase in demand. In foreign markets, interest in selling PANDORA jewelry has been in high demand, turning PANDORA into a global brand that is currently sold in 18 countries. PANDORA has gone from a two-man business 25 years ago, to a team of 35 at its head office in Copenhagen, a team of over 100 employees servicing North America, and 1,000 workers at PANDORA Productions, its factory in Thailand.

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