Pandora is introducing platinum-plated jewelry to reduce its reliance on sterling silver, after silver prices more than doubled over the past year.

The Danish company, best known for its charm bracelets, has developed a new platinum plating process that builds on its proprietary Pandora Evershine metals alloy core, using a very thin layer of the precious metal over an alloy base.

In the first quarter of 2026, Pandora will pilot a curated selection of platinum plated versions of its best selling bracelets across 30 stores and online in northern Europe, ahead of a wider global rollout in the second half of 2026 that will also include a selection of charms.

“With this innovation, we can navigate the new realities of raw material costs while offering consumers precious metal jewellery that is exceptionally well suited for everyday wear,” said Pandora CEO Berta de Pablosa Barbier. The company said silver and gold prices had surged over the past year.

Platinum is significantly more expensive per ounce than silver but has seen comparatively stable price movements recently, and because Pandora uses only a very thin plated layer over an alloy core, the products remain economically viable.

In a July 2025 consumer study of 23,000 people, 78 per cent recognized platinum as a precious metal, compared to 69 per cent for sterling silver, underscoring its appeal as a premium white metal.

Source: IDEX