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BUSINESS STRATEGY • 15
THE FINISHING TOUCH
From exquisitely detailed studs to formal
hanging pieces, earrings have always been
part of the PANDORA jewellery universe. In
2016, we had special focus on earrings – out
of a total of 426 new products, 46 were
earrings – making 2016 the year of the earring
at PANDORA.
Building on our existing foundation of
brilliant studs, we introduced a number of
statement earrings in 2016, such as the hail-
loop earrings introduced as part of the Vintage
Allure series in our Autumn/Winter 2016
collection. Featuring alternating marquise and
brilliant-cut stones, the earrings
give the vintage look a contemporary twist,
enabling women to add a touch of vintage
style to any outfit.
In our marketing campaigns in 2016,
earrings were often promoted together with
rings – to create synergies between two of our
fastest-growing product categories – or sold
with matching necklaces in jewellery sets.
All this had a significant impact. Revenue
from earrings accounted for 5% of our
revenue in 2016, an increase by around 80%
compared with 2015. However, earrings
make up around 20% of the total jewellery
market worldwide, and the category still
holds significant potential for PANDORA.