Pandora’s latest results suggest its efforts to reinvigorate the brand are gaining traction, with sales growth prompting an upgrade to its full-year guidance. But while new designs and campaigns are attracting shoppers, sustaining that momentum will depend on turning renewed interest into loyal customers.

Much of the company’s plan centres on moving beyond the charm bracelets that made it famous. Pandora has expanded its Talisman collection, collaborated with makeup artist Pat McGrath and launched two creative platforms, Pandora Wonders and Pandora Voices, as it looks to broaden its appeal. “Pandora’s growth engine is re-energising,” said president and CEO Berta de Pablos-Barbier. “More distinctive designs and culturally relevant marketing are driving brand heat.”

Clearly, the brand is on the right track. In the third quarter, the jewellery giant reported organic growth of 6 per cent with like-for-like sales up 4 per cent. Revenue reached 6.69 billion Danish kroner (US$1 billion), while Pandora narrowed its 2026 organic growth guidance to between two and three per cent, up from a previous range of zero to three per cent.

The company plans to build on its initiatives in 2027, with a broader portfolio of distinctive products and an updated store concept designed to make shopping more expressive and engaging.

Neil Saunders, managing director at GlobalData, said several factors were driving Pandora’s recent sales growth.

“Pandora is benefiting from its strategy to widen the product mix beyond charms, where it already has a strong market share,” Saunders told Inside Retail. “The more rounded assortment is helping to drive growth with existing shoppers who now have more things to buy.

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