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Pandora Platinum-Plated to Reduce Reliance on Expensive Silver

Pandora has switched to platinum-plated items to reduce its exposure to the wild swings of the silver market. This comes after a speculative frenzy drove the metal's prices to record highs over the last year.

Silver's sharp movements have become a major factor in the share price of the Danish company. Last week's drop in the metal sparked a surge in the stock.

In an interview, CEO Berta De Pablos Barbier said: "We must decouple the performance of the company from the value of its shares." "We are not a trader of silver, we are a jewellery company."

Pandora's most popular charm bracelets are getting a new look that ditches sterling silver in favor of an alloy base with a platinum-plated trademark.

Pandora will use less platinum, which is more expensive than silver but cheaper to produce.

After the announcement, Pandora's stock rose more than 5%.

A?TRANSITION YEAR

Pandora, the biggest jewellery brand in terms of items sold, offers silver charm bracelets starting at $80. It has little room to increase prices, as its customers are cutting back on non essentials.

It reported a 4% organic growth in revenue for the fourth quarter, which was in line with expectations. However, it warned that revenue could only rise by 2% this year and even fall 1%.

De Pablos-Barbier, who warned last month about a weak holiday season in its largest market, said that store traffic, consumer sentiment and credit card spending are still slow in the U.S.

De Pablos Barbier, who took over the company on January 1, appointed Philippa Newman as Chief Product Officer. Philippa was previously with Michael Kors. She said Pandora "needs new designs to attract different customers."

De Pablos Barbier, an analyst on a conference call, said that 2026 would be a transitional year. We expect to reap the benefits of these changes in 2027.

Pandora plans to switch at least half of its silver collection to platinum plating by 2027 and reduce the silver jewellery share to 25% in its offering, de Pablos Barbier said.

Silver prices have been erratic over the last week, as investors piled into and then fled from the market. Silver spot lost over a quarter of value after hitting a record high last week. On Thursday, it was selling at $74.94 per ounce.

(source: Reuters)