Pandora will reduce the use of silver to 20% of its products, switching to platinum plating due to the rising prices of precious metals.

The Danish jeweler Pandora has announced a significant change in its production, shifting from the use of silver to platinum plating for some collections, as a result of the doubling of silver prices in the past year. CEO Berta de Pablos-Barbier explained that the goal is not to turn all jewelry into platinum-plated, but to reduce exposure to silver, which currently represents 60% of the company's business. Although platinum is more expensive, Pandora will use an alloy to make the process more accessible, keeping prices stable for consumers.

The company will launch a selection of platinum-plated bracelets in 30 stores in Northern Europe, with a global expansion planned for 2026. De Pablos-Barbier emphasized the need to decouple the company from the volatility of silver prices, which has had a temporary impact on profits. This move is seen as an adaptation to consumer preferences for white metals and a smart marketing strategy.