Jewellery brand Pandora let loose in Asia-Pacific

PUBLISHED : Thursday, 16 September, 2010, 12:00am
UPDATED : Thursday, 16 September, 2010, 12:00am

Unlike the mythical Greek character, Danish-jewellery-brand Pandora opened its box on Tuesday only to give away treasures. As part of a promotional event at its shop in Hullett House, Tsim Sha Tsui, the company presented media guests with its signature charm bracelets.

The Hong Kong shop, which opened earlier this year, is the springboard for Pandora's expansion in the region.

Michael Aagard Andersen, Pandora's managing director for Asia-Pacific, said the city made a good gateway to the rest of the region. The 28-year-old company, which started out of a small showroom in Copenhagen, already has outlets in Manila, Taipei and Singapore; and Japan is next on the agenda.

Although Pandora makes everything from earrings to necklaces, it is perhaps best known for bracelets with interchangeable charms made of gold or silver.

'Women today don't necessarily need men to buy them jewellery,' said Lone Ronnow Frandsen (pictured), long-time Pandora designer. 'They like to mix and match and accessorise themselves.'

She has been checking out the jewellery fair this week with fellow-designer Lisbeth Eno Larsen, and they reckon they outweigh the competition. 'We've paid a lot of attention to local jewellery, but I think we're different in that our pieces are heavier and more massive,' Larsen said.


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