Storytelling and collecting are natural human impulses, something Pandora first tapped into 20 years ago with the creation of its Pandora Moments charm bracelet concept. To celebrate the now-iconic piece and thank Pandora consumers around the world, the brand kicks off Voices of Pandora on August 18, a global activation designed to ignite self-expression and connection through collecting personal stories.
Throughout September, Pandora will release collages of fan photos from all over the world wearing charms that are linked to memorable firsts in their lives.
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With the activation, Pandora invites its community to become the voice of its celebration. By uploading a photo of their favourite charm on their arm, along with an explanation of what it represents for them, fans can share the memorable firsts and milestone moments they have captured with their Pandora charm bracelet. Whether it’s a first kiss or a first trip, with every charm comes a unique story. Using a selection of the images, Pandora will create a photo collage, releasing new versions to go live on its digital channels for September.
Adding to the collages, Voices of Pandora will also launch short films and feature the memorable firsts of both a selection of Pandora super fans from around the world and the Pandora Muses, a global collective of inspiring women. During recent remote photo and video shoots, super fans and the Pandora Muses shared anecdotes about their milestone moments and passions captured in their Pandora charms. From a camera symbolising a passion for photography to a turtle representing a love of ocean wildlife, the women seized the opportunity to get creative and tell the stories behind their jewellery.
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Influencers around the world will also take part in Voices of Pandora, sharing their cherished charm stories. The collective result will be an original and diverse celebration of the people, stories and voices that make up the Pandora community around the world.
Consumers are still invited to submit their images and stories throughout September and until the end of the activation in October.
The Voices of Pandora activation will culminate in the release of a short film in October, highlighting content from our Pandora consumers worldwide. This film will be released to say thank you to fans for taking part in the celebration and trusting us with their memories and milestones.
#VoicesOfPandora
ABOUT PANDORA
Pandora designs, manufactures and markets hand-finished jewellery made from high-quality materials at affordable prices. Pandora jewellery is sold in more than 100 countries through 7,400 points of sale, including more than 2,700 concept stores.
Headquartered in Copenhagen, Denmark, Pandora employs 28,000 people worldwide and crafts its jewellery at two LEED certified facilities in Thailand using mainly recycled silver and gold. The company plans to be carbon neutral by 2025 and has joined the Science Based Targets initiative to reduce emissions across its full value chain. Pandora is listed on the Nasdaq Copenhagen stock exchange and generated sales of DKK 21.9 billion (EUR 2.9 billion) in 2019.