IN ANCIENT times, charm bracelets were worn to either ward off evil or for good luck, depending on how the charms were strung together. Back then, charms were crafted pandora jewellery from natural materials like seashells or animal bones. Pandora’s Asia Pacific managing director Michael Aagaard Andersen.
Today, charm bracelets are no longer used as talismans but as a fashionable means of telling a story.
Danish brand Pandora has over 800 assortments to tickle your fancy and given the many choices of pretty charms available, you will surely not stop at one just bracelet.
Distributed locally by Habib Jewels, Pandora’s charms are made in both 14K solid gold and high quality sterling silver. The charms come in a variety of precious or semi-precious stones, pearls, enamel and Murano glass.
Aptly called Moments, the brand’s feminine and versatile collection offers popular charm bracelets which can be customised to reflect one’s personality.
Pandora jewellery was established in 1982 in Copenhagen, when Danish goldsmith Per Enevoldsen and his wife, Winnie, began making jewellery by hand in a 30sqm showroom. Today, the label is sold in more than 40 countries, and found in more than 10,000 jewellery retailers worldwide with more than 300 Pandora concept stores.
Its major breakthrough came in 2000 when the label launched its unique and patented concept for bracelets with interchangeable charms.
Drawing from the success of the charm bracelet, Pandora launched the Compose earring collection – a range of interchangeable hoop earrings with different hangers – in either sterling silver or 14K gold.
Pandora also offers a comprehensive jewellery line called Stories, which consists of matching earrings, rings and necklaces with pendants.
And then, there’s Ring Upon Ring, which is essentially a number of stackable rings put together, available in both chunky and delicate shapes; Liquid Silver, a collection of jewellery pieces in high quality sterling silver; and LovePods, an exclusive line of jewellery in 18K yellow, rose or white gold. Pandora also offers a range of premium Swiss-made watches with sapphire crystal and quartz movements, called Black Crown Diamond.
The brand was first made available to Malaysians at Habib Jewels’ stores last September at its Suria KLCC and Ampang Point branches in Kuala Lumpur. Since then, two new standalone Pandora outlets located in Bangsar Village II, KL, and Empire Shopping Gallery in Subang Jaya, Selangor, have opened.
Spoilt for choice: There are more than 800 charms to choose from.
Currently, only the charms are available but plans to bring in the other collections like the watches and sunglasses are on the cards.
Pandora’s Asia Pacific managing director Michael Aagaard Andersen feels that the charm bracelets are a good introduction to the brand and that it’s a good place for women to start.
“You can start with a bracelet with a couple of beads, and then come back when you get your paycheque to add a new charm,” he said during an interview with StarTwo at the launch of the brand’s 2010 Fall Collection at Hullet House in Tsim Sha Tsui, Hong Kong, in September.
When asked what kind of women he envisions wearing the charm bracelets, Andersen said with a smile: “That’s an interesting question. I haven’t thought about that.”
He added: “There’s no woman I can think of that should not be wearing Pandora because every woman has a moment she wants to share with the world. Too bad we don’t have something for men because they too, deserve this kind of outlet!”
Pandora charms are made in 14K gold and sterling silver, and feature a variety of precious or semiprecious stones, pearls, enamel and Murano glass.
Andersen believes the appeal in Pandora lies in the “handmade, all genuine materials, no plated” products and its wide selection of charms.
“Once you start wearing your bracelet, you then carry your identity on your wrist. And when you meet other wearers, you can talk about what it means to them,” he exclaimed. “Start with a few charms and build your collection. Every bead will mean something to the woman wearing it.”
Pandora can be found in Taiwan, Singapore, South Korea, Hong Kong and China. The brand is fairly new to Asia and Andersen is happy to add Malaysia to the list.
He describe the partnership with established jeweller Habib Jewels as “a stamp of approval” from them.
“They have the right setup that can help launch the product and on top of that, they have the industry know-how so they offer a really strong partnership,” he added.
The regional launch in Hong Kong was witnessed by over 40 journalists from Malaysia, Singapore, China, Taiwan and South Korea. Fashionista Hilary Tsui and model Lisa S. were on hand to preview the beautifully designed pieces. Both were seen wearing Pandora’s signature bracelets with charms handpicked by them.
The new collection consists of an exciting series of jewellery and timepieces that takes its inspiration from burnt colours and fascinating shapes to reflect the beautiful transition from summer to winter.
Crafted from 14K solid gold and sterling silver, Pandora rings are stackable and available in chunky or delicate shapes.
The charms for the season come in an elegant and romantic look.
A combination of gold, silver and burnt colour tones blend in beautifully with the exquisite gold charms, while meticulously decorated cabochon-cut rhodolite and onyx give a lively addition of colours to the existing range.
A silver friendship charm with a butterfly pendant is the new addition to the family. Engraved with the words “friends forever”, this piece can be divided into two individual charms.
There is also a series of silver charms with the numbers zero to nine, set in garnet to mark birthdays or represent lucky numbers. Also new are four oversize Murano glass charms with flower motifs, and rustic oxidised silver charms with faceted zirconia in amber, red and black.
Pandora launched a gold lock for its popular fabric charm bracelet, and introduced gold and silver ends to the leather strings.
Overall, the collection looks impressive, and keeps to Pandora’s core tradition of refined detail and exclusive quality.
More info: http://www.pandorasale.org/
