Pandora has unveiled its first new charm-bracelet design for half a decade, aiming to attract consumers with customizable products featuring in-fashion styles. 

The line, named Pandora Reflexions, is a flexible, mesh-style bracelet that wearers can adapt using clip-on, interchangeable charms, the Danish company said Thursday. The pieces have a flatter and sleeker shape than that of the jeweler’s core charm designs. 

“We expect the clean and timeless look of the bracelet will attract customers seeking this particular fashion trend that has been emerging recently,” said Stephen Fairchild, Pandora’s chief creative officer. 

While the jeweler considers silver its signature metal for charms, it will offer Reflexions in that material or with rose- or yellow-gold plating due to the popularity of those metals in Asia, it said. China is one of Pandora’s largest and most important markets.

The new line is “an example of our strategic ambition to lead and innovate the charms category by bringing exciting new products to customers,” Fairchild added. 

Although it’s the first new Pandora design of its kind for five years, it’s the company’s second new concept this year after it debuted a collection of 18-karat-gold-plated jewelry named Pandora Shine in March. 

Pandora is aiming to reignite sales after weak demand for its charms resulted in the jeweler missing its own revenue expectations in the second quarter and slashing its full-year outlook. CEO Anders Colding Friis resigned in August following those results, with new chief operating officer Jeremy Schwartz running the company in the interim alongside chief financial officer Anders Boyer. 

Pandora will launch about 60 different Reflexions products this year, both online and across its concept stores around the world. 

Image: Pandora Reflexions charm bracelets. (Pandora)


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