Pandora

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Brands like Birkenstock and Pandora are considering raising prices in markets outside the US to offset the impact of tariffs.

Long the marketing domain of sportswear giants, the 2024 Olympic games in Paris are seeing an influx of fashion advertisers who are getting creative in how they capitalise on one of the few remaining events with massive global impact.

The jewellery giant is adopting a fresh approach to a framework traditionally focused on environmental targets — agreeing to pay a million-dollar penalty if it falls short of its gender diversity goal.

Central to global jewellery brand Pandora’s growth strategy is a creative process that leverages customer behaviour and more sustainable innovation. BoF hears from creative directors Francesco Terzo and A. Filippo Ficarelli to understand their ambitions.

Synthetic stones now make up 10 percent of the diamond market, highlighting the ways in which new materials are rewriting the rules of what is considered luxury.

For years, luxury’s biggest jewellers have dismissed synthetic diamonds as inauthentic. But an investment by LVMH’s venture fund in lab-grown diamond company Lusix suggests this calculus may be changing alongside consumer interest in ethical and sustainable products.

Rather than targeting the biggest portion of the diamond market, engagement and bridal,  the world’s biggest jeweller is selling pieces made with lab-created diamonds to women shopping for themselves.

Leaders in the slow-to-act fine jewellery industry must look beyond sustainability as risk mitigation and embrace the branding opportunity it presents.

The jewellery brand, once notorious for regularly falling short of profit guidances, is now one of the Nordic region’s biggest corporate success stories.