Pandora Shifts to Platinum Amid Soaring Silver Prices

Sat Feb 07 2026 01:48:21 GMT+0200 (Eastern European Standard Time)

In light of rapidly increasing silver costs, Pandora announces its transition to platinum for select jewelry lines, positioning itself away from heavy reliance on silver.

Jewelry giant Pandora is pivoting to platinum in response to a dramatic rise in silver prices, with plans to reduce silver content to approximately 25% of its offerings by 2028. This strategic move aims to improve the wearability and performance of its products while addressing recent market volatility that has negatively affected profits.

Jeweller Pandora has announced its decision to switch to platinum from silver in certain ranges due to a significant surge in silver prices.

Over the past year, the price of silver has more than doubled, contributing to an increase in costs across precious metals.

Pandora's CEO indicated that while the jewelry company won't convert all products to platinum, it plans to limit silver items to about 25% of its offerings, aiming to reduce exposure to the volatile metal.

The Danish brand, a leading global jewelry retailer, has historically used silver as its primary material.

Pandora aims to complete its transition to platinum by 2028, claiming the metal offers superior everyday wear performance compared to silver. Consumer tests reportedly show a strong acceptance of the change among customers.

CEO Berta de Pablos-Barbier expressed frustration that Pandora is perceived merely as a silver trading company, emphasizing the desire to diversify away from dependency on any single commodity.

In January, silver prices reached a new high before dipping slightly but still remain elevated compared to last year. This surge has temporarily impacted Pandora's earnings by reducing profit margins.