Pandora Shifts to Platinum Amid Rising Silver Prices

Fri Feb 06 2026 19:03:00 GMT+0200 (Eastern European Standard Time)

Pandora, the renowned jeweller, announces it will transition to platinum for certain jewelry lines due to soaring silver prices, which have more than doubled over the last year. This strategic move aims to minimize reliance on silver amidst market volatility.

In light of the dramatic increase in silver prices, leading jeweller Pandora has decided to transition some of its jewelry collections from silver to platinum. Over the past year, silver prices have more than doubled, prompting Pandora to reduce its silver offerings to 25% and complete the shift to platinum by 2028. The company believes that platinum will enhance the everyday wearability of its products and is striving to lessen its vulnerability tied to a single commodity.

Jeweller Pandora has said it will switch to platinum from silver in some of its ranges in response to the dramatic increase in silver prices.

Silver has seen its price more than double over the past year, with other precious metal prices also surging.

Pandora's chief executive stated that while their aim was not to convert all jewellery into platinum, silver would represent only around 25% of its offerings as they seek to reduce their exposure to the metal amidst recent price fluctuations.

The Danish firm, one of the world's largest jewellery retailers, currently creates the majority of its products from silver.

The company has set a goal to complete its transition to platinum by 2028, believing that platinum will offer improved everyday wear performance compared to silver. Consumer testing has indicated a high acceptance rate for the more durable metal.

CEO Berta de Pablos-Barbier expressed her frustration at Pandora being viewed primarily as a silver trading company, emphasizing the desire to strengthen the brand's identity beyond reliance on a single commodity.

Despite recent volatility, silver prices have reached record highs earlier this year but have since stabilized, though they remain elevated compared to last year's levels. The company noted that these rising prices have temporarily impacted earnings, affecting profit margins.