Unboxing the Secret Language of Jewellery for Pandora
The Challenge
Pandora, the world’s largest jewellery brand, has built its empire on charms and bracelets that are loved across the world. But every woman has a wide range of jewellery needs... more categories, more occasions, and, crucially, more jewellery aesthetics.
To become the most desirable full jewellery brand, Pandora looked to understand the total universe of designs and styles that women want today. To do that they needed an objectively defined map of consumer aesthetic preferences. Tough to create when one women’s “classic” is another women’s “dainty”. Words just didn’t seem to cut it. Images, however….
Our Approach
We used Visible to decode the world of jewellery aesthetics and styles, ingesting tens of thousands of images of jewellery pieces and it revealed a hidden world – 10 distinct aesthetic categories.
We worked closely with Pandora’s collection strategy, product and design teams to translate the AI's findings into distinctive aesthetics (like sparkling, bold, or organic) and created visual guides (think mood boards) to bring to life each aesthetic.
Next, we put these aesthetics to the test in a classic quantitative survey to determine the size of each aesthetic by consumer need, category, metal, market and more.
The Results
A treasure trove of opportunity! Pandora already shines strongly in key aesthetics (Detailed Symbols, Bold Links and Hardware and Fun & Colourful) but the research revealed significant untapped potential to broaden the brand’s assortment.
Visible wasn't just a tool, it provided the aesthetic source code and data foundation to ensure consumer-centricity is at the heart of Pandora strategically broadening their assortment. Ultimately guiding the brand on their journey to become a full jewellery house.
The work is already making an impact on strategy, with the insights being used to inform the creation of Innovation Big Bets and the design of a new to world collection.
One of the best consumer studies I’ve seen in my 26-year career.
—MC Gasco-Buisson, Global CMO, Pandora