Emo­tions set in stones

Pan­dora’s Spring/ Summer 2017 col­lec­tion con­tin­ues to cap­ture the at­ten­tion of con­sumers be­cause of its emo­tional con­nec­tion, writes Meera Mu­ruge­san

New Straits Times - - Flair - Meera@me­di­aprima.com.my

IF you are not yet a “Pan­do­rian”, you would prob­a­bly be con­verted once you see Pan­dora’s spring/summer 2017 col­lec­tion. Shine or bloom into the best ver­sion of your­self or stand out and be bold in stun­ning flo­ral bracelets, eye catch­ing charms and metic­u­lously crafted neck­laces and rings that usher in the joy of spring.

Colour pop Sig­na­ture enamel bracelets draw at­ten­tion to the wrist while Ra­di­ant Droplet charms in deep red and blue make a stand-out state­ment.

For some flower power, opt for the Mag­no­lia Bloom ring in lus­trous shaded enamel which will gladly wrap it­self around your fin­ger.

BLOOM­ING BEAUTY

A new jew­ellery se­ries called Daz­zling Daisies by Pan­dora also cap­tures the ex­u­ber­ance of the sea­son in handfin­ished pieces with much at­ten­tion to de­tail.

This new range blends con­tem­po­rary style with time­less­ness, with new de­signs made from ster­ling sil­ver.

Clear, cu­bic zir­cona stones - cho­sen for their prove­nance and low en­vi­ron­men­tal im­pact — are in­di­vid­u­ally set in bead set­ting, sur­rounded by small, pol­ished metal beads to hold them in place.

These pieces are yet an­other ex­am­ple of how the brand con­tin­ues to push the en­ve­lope where its de­signs are con­cerned to keep its le­gion of fans and a grow­ing num­ber of new Pan­do­ri­ans en­tranced.

Pan­dora, which opened its first store in Malaysia in 2010, to­day boasts 33 out­lets across the coun­try in­clud­ing a new­ly­opened one at Pav­il­ion Kuala Lumpur. The brand also has two stores lo­cated in neigh­bour­ing Brunei where it has a grow­ing fan base.

It may be known for its beau­ti­ful jew­ellery but what sets the brand apart from other jew­ellers is the emo­tional con­nec­tion that cus­tomers have to its pieces, says Ken­neth Mad­sen, pres­i­dent of Asia Pa­cific for Pan­dora Jew­ellery Ltd.

“When peo­ple buy our jew­ellery, they usu­ally do so to mark a spe­cial oc­ca­sion or mo­ment in their lives, whether they’re buy­ing it for them­selves or for some­one else,” ex­plains Mad­sen.

It there­fore be­comes a sym­bol of a spe­cial mem­ory or mo­ment. For this rea­son, women al­ways hold on to their Pan­dora jew­ellery, he adds.

The brand’s fa­mous charm bracelet and beau­ti­ful charms best cap­ture this spirit.

CHARM­ING ITS WAY Most women buy or are gifted a Pan­dora charm to add to their bracelet to mark an im­por­tant event in their lives, whether its grad­u­a­tion, mar­riage, the birth of a child or even that much-awaited pro­mo­tion.

Pan­dora was born as a charm bracelet brand and this piece of jew­ellery con­tin­ues to be its best-seller.

Mad­sen says the charm bracelet re­mains highly pop­u­lar be­cause its ap­peal crosses age and cul­ture.

“Lit­er­ally, any­one can wear a Pan­dora bracelet, whether it’s a fash­ion-for­ward young woman or a grand­mother who cher­ishes it be­cause each charm marks an im­por­tant event in her family.”

Where the in­di­vid­ual charms are con­cerned, the heart mo­tif re­mains the most pop­u­lar.

A sil­ver heart, for ex­am­ple, which Pan­dora launched around eight years ago is still a best­seller.

But its rings are also draw­ing at­ten­tion, says Mad­sen.

The brand has started to in­clude more rings in its range re­cently, from small, dainty pieces to big state­ment rings.

Neck­laces and ear­rings are also mak­ing a strong pres­ence in the brand.

For spring/summer 2017, the in­spi­ra­tion comes from many sources but be­cause it’s spring, colour is a dom­i­nant feature, ex­plains Mad­sen.

“Colour re­mains a very im­por­tant part of our in­spi­ra­tion and col­lec­tions. This sea­son, we have some in­ter­est­ing me­tal­lic colours and lots of blue as well to re­mind us of the ocean as well as the fact that we are head­ing into summer.”

KEEP­ING IT IN­TER­EST­ING Stay­ing rel­e­vant in the jew­be­ing ellery busi­ness means able to con­tin­u­ously cap­ture the at­ten­tion of the con­sumer.

Given that Pan­dora jew­ellery de­sign­ers come from all over the world, they are in­spired by dif­fer­ent cul­tures and trends.

This en­ables the brand to con­stantly pro­duce highly de­sir­able pieces and stay rel­e­vant to a grow­ing cus­tomer base that stretches across the world.

An­other win­ning point for the brand is the warm and wel­com­ing at­mos­phere at its stores.

Mad­sen says very of­ten, con­sumget ers in­tim­i­dated by high-end jew­ellery stores.

“Can I af­ford it? Am I right to be in here? These are all ques­run tions that through a per­son’s mind. We try to break down those bar­ri­ers and work with our staff to be very friendly and wel­com­ing be­cause we want ev­ery­one to walk into our stores and feel at ease.”

This is par­tic­u­larly im­por­tant for male cus­tomers, he says, es­pe­cially those look­ing to pur­chase a gift for a loved one.

Mad­sen says it’s not easy for ev­ery man to walk into a jew­ellery store and feel com­fort­able.

There are so many op­tions laid out in front of him and he doesn’t want to go back home with the wrong piece.

It’s cru­cial there­fore that store em­ploy­ees are able to put him at ease and help him in his se­lec­tion.

Pan­dora’s ap­peal

is time­less.

Land the look with this beau­ti­fully crafted piece.

Pan­dora charms with in­tri­cate de­tails.

Ken­neth Mad­sen

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