Pandora Rethinks Strategy: Shifts to Platinum to Combat Rising Silver Prices

Sat Feb 07 2026 01:13:30 GMT+0200 (Eastern European Standard Time)

In an effort to adapt to escalating silver prices, jewelry giant Pandora announces a switch to platinum in select collections, aiming to enhance durability and reduce dependency on volatile silver markets.

Pandora, one of the world's leading jewelry retailers, is pivoting from silver to platinum for a portion of its products as silver prices soar. Chief Executive Berta de Pablos-Barbier noted the firm's desire to reduce reliance on silver, aiming for platinum to constitute around 25% of the company's offerings by 2028. This strategic change comes amid significant price fluctuations in precious metals, with silver more than doubling in price over the past year.

Jeweller Pandora has announced it will switch to platinum from silver in some of its ranges in response to the dramatic increase in silver prices. Silver has seen its price more than double over the past year, with other precious metal prices also surging.

Pandora's chief executive stated that their aim is not to make all jewellery platinum-plated, but to reduce silver use to about 25% of its offerings, thereby lessening its exposure to the metal due to recent volatility in prices. Currently, Pandora, one of the world's biggest jewellery retailers, produces the majority of its jewellery from silver.

The company plans to complete the transition to platinum by 2028. It claims that platinum will provide improved everyday wear performance compared to silver, and consumer testing has shown a high acceptance for this more durable metal.

Chief executive Berta de Pablos-Barbier expressed frustration that Pandora is perceived as a silver trading company, emphasizing a desire to detach the brand from its previous commodity reliance. The price of silver, which peaked in January before declining, remains higher than last year, impacting the company's profits temporarily.