Pandora launches platinum-plated range to hedge against silver costs

Pandora has announced a strategic expansion into platinum-plated jewellery to diversify its precious metal portfolio and reduce its commodity exposure to silver. 

The move follows a period of high volatility in global precious metal markets, where silver prices rose significantly throughout 2025.

The new collection utilises a plating technique built upon the company’s Pandora Evershine metal-alloy core, a proprietary base previously validated in its gold-plated lines. 

This process allows Pandora to maintain its traditional hand-finishing methods while offering a tarnish-resistant, water-resistant, and certified hypoallergenic product.

The transition aims to reduce the company’s silver dependency by shifting a portion of its portfolio to platinum plating by the end of 2028. 

A 2025 consumer study by the brand indicated that 78% of participants recognised platinum as a premium precious metal, compared to 69% for sterling silver.

The rollout will follow a phased schedule. In Q1 2026, the group will pilot the launch of best-selling bracelets in 30 stores and online across Northern Europe.

This will then be followed by a global launch across all markets in H2 2026, expanding the range to include additional bracelet styles and charms.

In the Long-term, the group will gradually shift toward using recycled platinum sources to align with the brand’s sustainability goals.

Despite the higher per-ounce price of platinum compared with silver, the plating method over an alloy core allows the company to maintain price points similar to its sterling silver equivalents. 

Production will initially utilise external suppliers before transitioning to Pandora’s manufacturing facilities.

Berta de Pablos-Barbier, chief executive of Pandora, said: “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. The platinum-plated pieces deliver refined aesthetics, combining modern elegance with lasting beauty. This strengthens the resilience of our business, while allowing us to present new jewellery to the Pandora community.”