Demand
Unboxing the secret language of jewellery
Pandora built its empire on charms and bracelets. To become the most desirable full jewellery brand, it needed an objective map of the designs women want today. Tough to create when one woman's "classic" is another's "dainty". Words didn't cut it. Images did.
The question · Pandora
How can we build a robust and objective understanding of complex jewellery needs and design aesthetics to guide our growth strategy?
What we did
Identified, with robustness and measurability, the untapped potential to drive desire for women and guide the journey towards becoming a full jewellery house.
Our approach
- 01Used Visible™ to decode the world of jewellery aesthetics, ingesting tens of thousands of images
- 02Revealed a hidden world of 10 distinct aesthetics, finalised with strategy, product and design teams
- 03Quantitative testing to size each aesthetic, unearth key jewellery needs and find a treasure trove of opportunity
- 04Drove portfolio decisions, maximising the potential of existing collections and new ones
- 05Cultural enrichments of each aesthetic to inspire comms, design and activation that build desirability
The growth impact
Increased sales, big bets and designs for new collections
9%Organic growth CAGR, 2023–2025
26%Of 2025 revenue from new collections: Timeless, ESSENCE, Lab-Grown Diamonds and Signature
3%Like-for-like growth contributed by those collections
“One of the best consumer studies I've seen in my 26-year career.”