21 / 143
BUSINESS STRATEGY • 19
Rings
Most PANDORA rings can be stacked to create a personal
look and are designed to complement other PANDORA
jewellery. The Rings category continued to be a key focus
area in 2016 and we introduced a number of new ring
products throughout the year. Ring sales increased by 28%
in 2016, with Rings making up 13% of revenue. This has
firmly established Rings as our second-largest core category.
Earrings
We have been crafting earrings since our brand's early
beginning. As part of our continuous strategy to develop
our product universe, the Earrings category was chosen as
the focus of 2016. The Earrings category has huge potential.
For many women, earrings pull together a complete look
and PANDORA earrings reflect and complement our full
assortment, making them a perfect fit with our other
jewellery categories. Earrings made up 5% of our revenue
in 2016, up from 3% in 2015, and we will continue to
build and expand our Earrings category over the coming
years.
Necklaces and Pendants
In addition to charms and bracelets, rings and earrings,
we design, produce and sell necklaces and pendants. Our
necklaces are versatile and can be combined with our
other product categories to create a unique and personal
look, or can be worn on their own. We introduced a new
range of lockets in 2016, which proved very successful in
our Necklaces and Pendants category in 2016. Necklaces
and Pendants made up 5% of our total revenue in 2016,
compared with 3% in 2015.
Elegant hoops and
chic stud earrings
infuse looks with
sophisticated details.
The innovative floating
locket features transparent
walls that allow a
glimpse of the miniature
mementoes within.
Light and delicate, PANDORA
ESSENCE COLLECTION conveys
timeless emotions with a
sophisticated aesthetic.
The PANDORA jewellery universe
provides women with hand-finished
jewellery pieces that are timeless,
on-trend and forever relevant.