Danish roots, Italian design and Thai production: the jewelry from the Pandora label pays homage to multiculturalism. Chief Creative Office Stephen Fairchild contributes another facet as an American and talks about a new understanding of jewelry in an interview.
FACES:
What’s the story behind Pandora?
Stephen Fairchild: Pandora was born in Denmark, our products are made in Thailand, and we are a global company. The combination of these three elements is what makes the Pandora brand so fascinating. Our identity is largely shaped by the fact that although our founder is Danish, he has spent most of his life in Thailand. And so the Danish goldsmiths and silversmiths, the Thai craftsmen and the Italian design duo merge to form this extraordinary jewelry label.
F: Today’s customers pay a great deal of attention to ethical standards and production conditions. Where does Pandora fit into this new world?
SF: Social responsibility has been deeply embedded in our company since our founder established it in 1982. People and our planet come first, and we want to lead by example with Pandora.
F:
How is a collection created at Pandora?
SF: Let’s take our new Pandora Shine gold collection as an example. First, we focused on the manufacturing process and the techniques used to get the alloy and color of the pieces exactly as we imagined them. Our designers Terzo and Ficarelli then contributed their visions to create the final collection.
F:
What was the idea behind Pandora Shine, this collection of gold-plated sterling silver?
SF: Many women today want to wear gold, but most such pieces of jewelry are very expensive. With Pandora Shine, we want to give the customer the opportunity to wear gold jewelry at a good price. With this 18-carat gold-plated sterling silver, we make many of our customers happy and are sure to win new fans.
F: Pandora mixes silver, rose and yellow gold as well as different charms and pieces of jewelry. What is the basis of this philosophy?
SF: It’s all a question of balance. Some pieces are worn for a season, others for a lifetime. Pandora also has very limited collections that we use to create excitement for our customers, which is also very important. We are working on our strategy and are constantly expanding our portfolio so that we can meet all our customers’ needs. Memories and moments are extremely important to us, but we also think that today’s woman is even more concerned with her well-being and making a statement with her jewelry. And this is exactly what we want to express and communicate with the possibility of combining our jewelry.
F: There are many different jewelry labels on the market. How do your customers stay loyal to you?
SF: We don’t want to blindly follow the trend. We are of course aware of the different directions and phases, but ultimately we only bring to market what is relevant to us.
F: The charm concept has made Pandora great. Why is this still so popular?
SF: Women can use them to be creative and express their personality. There are no limits and no rules. Jewelry is a means of remembering special moments or expressing and visualizing wishes for the future.
F: What is the difference between fashion and jewelry trends? Do jewelry trends depend on what the designers show on the catwalk?
SF: There will always be a certain connection between the two. But jewelry is more about what happens to women all over the world, how they live and how they express themselves. I believe that jewelry is a very special part that reflects the times we live in.
F: Pieces of jewelry are often strongly associated with emotions. How do you manage to awaken the latter in your customers?
SF: Jewelry is something very personal, if not emotional. Pandora invests a lot of time in listening to the women out there to really understand what is important to them as individuals.
is important.
F:
Is it possible to make mistakes when wearing jewelry?
SF:
Not being true to yourself.
F:
Why do you only design jewelry for women with Pandora?
SF: We continue what our founder started: We produce high quality jewelry at an affordable price for all women of the world. And we remain true to this mission.
F:
Which piece of jewelry is always the right gift?
SF:
A timeless pair of earrings – or a personalized necklace pendant.
F:
Which pieces of jewelry belong in every jewelry box?
SF: Timeless earrings, necklaces, rings and bracelets that can be combined and worn as the mood takes you. Statement rings and earrings are also good for adding the finishing touch to an outfit. You should be able to change a look with jewelry at any time and adapt it to the respective situation.
F:
How much bling-bling is too much?
SF: This depends on the situation and the person wearing the jewelry. It is important to always remain true to yourself and express your creativity and personality.
