PANDORA
REBRANDING STRATEGY DESIGNED TO WIN BACK GEN Z FEMALE AUDIENCE
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Pandora needed a brand transformation that aligned with Gen Z’s emotional reality—a generation focused on the future but longing to appreciate the present. The goal was to make Pandora more than just a jewelry brand—it needed to become a way for Gen Z to capture, wear, and remember their milestone moments.
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Pandora, once a sentimental favorite, became outdated in the eyes of Gen Z. The brand failed to evolve, and young consumers no longer saw it as relevant to their lifestyle.
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Instead of just selling jewelry, Pandora would sell the experience of celebrating and holding onto life’s special moments.
ABOUT THE BRAND
Founded in Copenhagen, Denmark in 1982, Pandora is a global jewelry brand known for its customizable charm bracelets, hand-finished jewelry, and high-quality materials at accessible prices. Pandora’s mission is to give a voice to people’s loves and moments through unique, personal jewelry. With a presence in over 100 countries, Pandora blends traditional craftsmanship with modern design, offering collections that celebrate individuality, self-expression, and meaningful storytelling.
HERE’S THE PROBLEM…
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Gen Z sees Pandora as a trend from the past, popular among Millennials and older generations but no longer relevant.
The iconic charm bracelet hasn’t evolved in style, making it feel “stuck in the 2010s” rather than a modern jewelry staple.
Young consumers associate Pandora with middle school nostalgia rather than a must-have fashion piece.
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While Pandora was once seen as sentimental jewelry, it now feels generic rather than deeply personal.
Gen Z wants products that feel authentic and unique, but Pandora’s charms feel mass-produced and commercialized.
Other brands focus on meaningful storytelling (engraving, personalized pieces, custom charms), making Pandora feel less special.
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Pandora hasn’t leveraged TikTok and Instagram effectively, where Gen Z discovers fashion and jewelry trends.
The brand lacks a strong influencer marketing presence, meaning Gen Z isn’t seeing it styled in aspirational ways.
Other brands have thrived on TikTok trends (e.g., viral jewelry stacking, “hot girl jewelry,” etc.), while Pandora hasn’t positioned itself as trendy or must-have.
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Gen Z shops online-first and expects immersive, digital-driven brand engagement.
Pandora’s store experience feels traditional and outdated, with fewer digital features for personalization.
There’s no interactive bracelet customization tool that allows customers to style their charm bracelets in real time.
THE KEY INSIGHT
“The #1 top cause of anxiety among Gen Zers is their future” (Harmony Healthcare).
Our target market is constantly worrying about the future, wether it be graduating on time, landing that dream job, finding a life partner, starting a family, etc. Faced with pressures from social media to have the “perfect life,” Gen Z often becomes so consumed by their worries about the “next steps” that they overlook the importance of savoring the present moments.
THE REBRAND
IN A WORLD WHERE WE’RE ALWAYS RUSHING TOWARDS TOMORROW, PANDORA UNDERSTANDS THE IMPORTANCE OF TODAY.
OUR MISSION IS TO CRAFT HIGH QUALITY, AFFORDABLE JEWELRY THAT SERVES AS A TIMELESS REMINDER TO PAUSE, EMBRACE, AND TREASURE TODAY’S SPECIAL MOMENTS.
THE MESSAGE
ENJOY THE MOMENTS. CELEBRATE THEM.
RECOMENDATIONS
RECOMENDATIONS
72%
of Gen Z females said they prefer simple, minimalistic style jewelry
NEW DESIGN FEATURES:
Thin, delicate bands that are easy to stack with other bracelets
Modernized charms, less bulky and overly colorful
CURATED COLLECTIONS
DESIGNED TO CELEBRATE THE WOMAN YOU ARE TODAY
89%
of Gen Z females report that the #1 reason they wear jewelry, beyond style, is self expression
These collections are designed to help Gen Z express who they are today through jewelry, offering thoughtfully curated charm sets that align with different aesthetics, lifestyles, and personalities. Instead of overwhelming choices, the curated collections provides a stylized, easy-to-shop experience that makes charm bracelets feel modern, fashion-forward, and deeply personal.
THE COASTAL GRANDMA
THE JETSETTER
THE LOVER GIRL
THE COWGIRL
THE COQUETTE GIRL
INFLUENCERS
INSPIRING THE TARGET
Partner with influencers who focus on lifestyle, fashion, and sentimental storytelling, promoting Pandora as the go-to brand for celebrating life’s special moments in a modern, fashionable way.
CONTENT IDEAS:
“My wedding day bracelet”
“3 ways to style your Pandora charm bracelet”
“The meaning behind each charm on my Pandora bracelet”
“Surprising my best friend with a Pandora charm bracelet”
THE EXPERIENCE
WE’RE CHARMED TO MEET YOU AGAIN
A traveling activation designed to reintroduce Pandora to Gen Z college students in a fun, stylish, and sentimental way.
The Charm Bar will allow students to curate their bracelets with charms representing their milestone moments, including exclusive university-specific charms to drive local engagement and school spirit. To deepen emotional connection, a photo booth with locket-sized prints and an engraving station will reinforce Pandora as a brand that celebrates personal stories. The activation will be amplified through strategic influencer partnerships and UGC-driven campaigns (#CharmingMoments), ensuring organic social reach on TikTok and Instagram.
POP-UP COLLEGE TOUR
WE’RE CHARMED TO MEET YOU AGAIN
Reintroduce Pandora to Gen Z college students through an immersive, interactive brand activation that makes Pandora charm bracelets feel personal, stylish, and sentimental again.
Focusing on schools with high enrollment, strong greek life, and a large female population across diverse locations.
PRODUCT REVAMP
OUT WITH THE OLD, IN WITH THE NEW
We want to preserve the iconic charm bracelet while evolving it to fit Gen Z’s modern aesthetic, lifestyle, and desire for personalization. Instead of completely redesigning the product, the focus is on refining the look, adding more meaningful customization, and improving the wearing experience.
EXAMPLE COLLECTIONS
SOCIAL MEDIA REFRESH
LETTING THE WORLD KNOW
Instead of simply showcasing jewelry, Pandora’s social media should feel like a digital scrapbook of moments, emphasizing personal stories, emotional connections, and fashion-forward styling.
We also want to leverage Instagram, TikTok, and Pinterest to run campaigns that encourage user-generated content around milestone moments (graduations, moving, marriage, etc.). Use hashtags like #CharmingMoments or #MyPandoraStory.
Brooke Bush’s content focuses heavily on documenting real-life experiences, family bonds, friendships, and personal growth, all key themes of Pandora’s new positioning.
Kylan’s content is centered around college experiences—college life, greek life, and friendships.
THE SPORTY GIRL