The things we collect tell others who we are and the way we collect tells others what we’re like. Believe it or not, there is an art to collecting, even if what informs your decisions is nothing more than pure instinct. Because collecting is instinctive and emotional, just as art is instinctive and emotional. A visceral need, the art of collecting unites everyone, from seasoned collectors to complete novices, in that we all begin with a blank canvas. For some it’s white drawing paper, for others it’s a big empty room, and for Pandora, it’s the iconic snake chain bracelet.
The first Pandora Moments bracelet was designed and launched 20 years ago. Functional, flexible and comfortable, it inspired a new collection of thoughtfully imagined Pandora charms. It’s a uniquely versatile platform loved all around the world for how intuitively it allows everyone to customise a favourite look and express their individuality. Best of all, the Moments bracelet is designed to evolve as we evolve, to share in our ruminations, to reflect our beliefs, to connect with others, to speak our truths, and to project our aspirations. With it, jewellery is no longer merely an accessory but a wearable work of storytelling art.
“When we first began working with the snake chain,” says A Filippo Ficarelli and Francesco Terzo, the creative design duo behind Pandora, “we fell in love with it and realised the potential it had to metamorphose into a common motif across many different designs.”
As Pandora’s VP creative directors since 2016, Ficarelli and Terzo explored new ways to grow the iconic snake chain pattern beyond the bracelet to commemorate its 20-year legacy. Because the bracelet is such a definitive feature of the Pandora aesthetic, the team sought to distil its essence and pay tribute to the snake chain décor, taking it across the different product families such as pendants, rings and earrings.
They’ve also updated the Moments bracelet with a new T-bar closure system devised for ease of wear and security. One the one hand it fuses design with functionality, and on the other, it effortlessly complements Pandora’s signature charms. All taken together, you’re looking at a range of beautifully crafted hand-finished wearable jewellery art that’s at once modern yet timeless and edgy.
Jewellery is no longer merely an accessory but a wearable work of storytelling art.
Also slithering into the collection is a selection of snake chain-inspired charms including a pavé snake chain pattern clip charm, a snake chain pattern open heart charm, a sparkling wrapped snake charm (of course they had to) and an openworked heart and three feathers dreamcatcher charm, which is a Pandora bestseller.
“When Pandora launched the Pandora Moments charm bracelet 20 years ago, it set into motion a powerful movement of women telling their stories through jewellery,” says chief creative officer Stephen Fairchild. “Using the bracelet as a canvas, consumers have discovered a passion for collecting charms that hold special meaning, whether it’s a happy memory, a magical first or a life milestone. By giving fans a way to voice their loves and passions, Pandora has created an unrivalled community that spans countries and cultures, a tribe of women with whom Pandora’s core values of authenticity and self-expression resonate.”
Fairchild is right in that collecting charms is a fantastic emotional outlet, a beautiful platform to wear and voice our loves. Taken this way, jewellery takes on meaningful purpose where women of all ages, ethnicities and backgrounds hold in their hands an opportunity to reflect on the most significant moments in life. In addition, a charm bracelet is a constant work- in-progress you never finish because we’re always growing and learning and experiencing new things. Thus we never really stop adding pieces, and mixing and matching them in new and different ways, creating and refining our own signature look.
He observes: “The way people collect is always evolving and expanding. First, we saw consumers focus on charms that represented specific moments in their lives, like a first date; then, they began to explore charms that held symbolic meaning for them, like a dreamcatcher to represent spirituality. Now, many Pandora fans collect charms as a way to express themselves and their priorities and passions, like a favourite sport or beloved pet.
“All of these themes will continue as we move forward and I think charms with cultural relevance will become even more important. The pieces you collect spark conversations and drive connections. Everyone has the chance to tell their own story through their charm bracelet.”
“When Pandora launched the Pandora Moments charm bracelet 20 years ago, it set into motion a powerful movement of women telling their stories through jewellery.” —Chief product officer, Stephen Fairchild
The use of jewellery as a form of self-expression is an age-old tradition, but one that’s also very much influenced by the present moment. And collecting as a ritual has a long and storied history across cultures, with the ability to bridge generations. Since its first creation, a strawberry charm, Pandora has created a sweeping array of charms all beautifully designed and hand-finished, touching on everything from symbolic motifs and pop culture figurines to flora and fauna, as well as evergreen icons.
One icon that Pandora revisits over and over again is the heart charm, which is especially dear to the brand for being a clear and unequivocal message of love; love for friends and family, but also the love of giving back.
Sensing this current cultural focus on issues such as wellness, self-care, spirituality, sustainability and hope, Pandora has moved swiftly towards using 100 percent recycled silver to produce everlasting pieces. Moving forward, Fairchild foresees continued experimenting with new metals and materials, enhancing sustainability practices, streamlining production processes, and tapping new technologies to explore potential products like wearables.
“We’re embracing a whole new generation of voices and will continue to give them the tools and canvas to boldly and stylishly tell their own stories.”
Meanwhile, as Pandora contemplates 20 passionate years of storytelling through jewellery, it has also launched the new Signature collection which puts its own unique identity at the forefront. An ode to enduring craftsmanship, the pieces celebrate Pandora’s rich history, journeying from a single goldsmith shop in Denmark to become a global jewellery brand. A new crown motif joins cut-out hearts, sparkling pavé and the Pandora monogram, dressed in sterling silver as well as Pandora Rose to create a true signature of this brilliant and multifaceted jewellery house.