(Sharecast News) - Pandora shares sparkled on Thursday after the Danish jeweller said it would start selling platinum-plated jewellery to reduce its reliance on silver amid surging prices for the precious metal.
"Volatility in global commodity markets has challenged the jewellery industry's cost models, as the price of silver and gold has skyrocketed over the past year," the company said .
"By introducing platinum-plated products, Pandora will reduce its reliance on sterling silver while continuing to offer consumers high‑quality, desirable jewellery at accessible price points. Unlike silver, platinum does not tarnish and will keep shining even if worn to the beach, pool or for workouts. It is certified hypoallergenic and safe to sensitive skin."
The jeweller said that in the first quarter of 2026, it will introduce "a curated selection of best-selling bracelets" in a platinum-plated version across 30 stores and e-commerce in Northern Europe.
"The pilot will inform a global launch in the second half of 2026, when Pandora will offer more platinum‑plated bracelets as well as a selection of charms," it said.
News of the shift to platinum came alongside the company's latest results, which showed organic revenue growth of 6% for 2025, versus guidance of 7% to 8%. Fourth-quarter organic growth was 4%, meanwhile.
For 2026, Pandora expects organic growth of -1% to 2% and an EBIT margin of 21% to 22%. It said current trading in the first quarter shows around flat LFL growth.
The company also said that given surging silver prices, it will resume its share buyback programmes once the plan to transition to platinum-plated jewellery has progressed.
President and chief executive Berta de Pablos-Barbier said: "We delivered 6% organic growth in 2025 and while the macroeconomic backdrop was challenging, growth was below our expectations.
"As new CEO, my priorities are clear and we have plans to strengthen brand desirability, reduce commodity exposure and evolve how we drive profitable growth."
At 0935 GMT, the shares were up 5.3% at DKK539.60.