Pandora Shifts Focus to Platinum as Silver Prices Soar

Sat Feb 07 2026 01:31:12 GMT+0200 (Eastern European Standard Time)

Jewellery giant Pandora announces plans to transition some of its product lines from silver to platinum-plating in response to a significant rise in silver prices. The move aims to mitigate cost pressures while maintaining design integrity.

In light of a dramatic increase in silver prices, Pandora will reduce its silver offerings to 25% and transition to platinum-plating for several collections. This strategic pivot aims to stabilize production costs and appeal to consumer preferences for durable materials. The new platinum range is expected to be introduced in 2026, marking a significant shift for the prominent jewellery retailer.

Jeweller Pandora has announced a significant shift in its production strategy, opting to transition from silver to platinum plating in response to soaring silver prices. Over the past year, the price of silver has more than doubled, prompting the company to rethink its material sourcing.

Pandora's chief executive stated that while not all jewellery will be platinum-plated, silver offerings will be reduced to around 25% as part of a strategy to minimize exposure to volatile metal prices.

The Danish firm, one of the world's largest jewellery retailers, typically produces most of its items using silver. However, the decision to pivot to platinum aligns with market trends, as platinum can be utilized in an affordable alloy that decreases overall costs, despite its higher per-ounce price compared to silver.

Pandora intends to introduce the new platinum-plated ranges in 2026, with initial production relying on third-party services before moving manufacturing to its facilities in Thailand and Vietnam. The company aims for a broader rollout by 2028, emphasizing that this change will enhance the everyday wearability of its products.

According to company insights, consumers have shown a strong preference for platinum due to its durability and aesthetic appeal.

Pandora's strategic pivot comes as silver prices are slightly declining from record highs but remain elevated compared to a year ago, affecting profit margins for the company. Chief executive Berta de Pablos-Barbier expressed the frustration of being perceived as a silver trading company, indicating a desire for Pandora to establish itself more firmly as a luxury brand.