Pandora gear up for Valentine’s Day
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Pandora gear up for Valentine’s Day

International affordable luxury kingpin Pandora is hoping to capitalize on one of jewelry’s biggest days of the year. Valentine’s Day, now just a few weeks away, is a golden opportunity for the charm bracelet maker. According to a survey conducted by the U.S.’ National Retail Federation and Prosper Insight & Analytics, consumers spend around $4.45 billion on jewelry for loved ones on the day. Perhaps unsurprisingly, this puts long-lasting jewelry above its short-lived rivals – chocolate and flowers – as Valentine Day’s main draw.

Myth says that opening Pandora’s Box is a bad idea. But the company will hope to convince consumers otherwise. To do so, it’s offering three boxed gift set options:

The ‘Struck by Love Charm’ a bead for its popular charm bracelets featuring two hearts with an arrow through the middle as “the ultimate symbol of love”; ‘Open Hearts’ a cerise crystal charm bead, two clips and a bracelet, all “featuring heart embellishments, acting as a constant reminder of love”; and Loving Hearts “sparkling love knot earrings and a loving heart necklace, that helps make a statement to complement any look.”

Beth Moeri, Pandora’s chief merchandising officer for the Americas, said in a statement:

"The 2017 Valentine's Day collection is inspired by a vibrant mixes of colors, metals and enamel to present exciting new ways to style your jewelry. There is a sentimental, stylish and memorable gift to match any woman's style, including whimsical charms, modern statement earrings, classic bangle bracelets, elegant necklaces and chic stackable rings."

Given Pandora’s enviable position in the market, the company will no doubt be hoping to soak up not just a part of the American Valentine’s Day market, but worldwide. 

Dominion holds Pandora in its Global Trends Luxury Fund.

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