Fem­i­nine charm

String your life story to­gether on a Pan­dora bracelet.

The Star Malaysia - Star2 - - FRONT PAGE - By OLIVIA LEE startwo@thes­tar.com.my

Dan­ish brand Pan­dora wants women to ex­press them­selves through their jew­ellery.

IN AN­CIENT times, charm bracelets were worn to ei­ther ward off evil or for good luck, depend­ing on how the charms were strung to­gether. Back then, charms were crafted from nat­u­ral ma­te­ri­als like seashells or an­i­mal bones.

To­day, charm bracelets are no longer used as tal­is­mans but as a fash­ion­able means of telling a story.

Dan­ish brand Pan­dora has over 800 as­sort­ments to tickle your fancy and given the many choices of pretty charms avail­able, you will surely not stop at one just bracelet.

Dis­trib­uted lo­cally by Habib Jew­els, Pan­dora’s charms are made in both 14K solid gold and high qual­ity ster­ling sil­ver. The charms come in a va­ri­ety of pre­cious or semi­precious stones, pearls, enamel and Mu­rano glass.

Aptly called Mo­ments, the brand’s fem­i­nine and ver­sa­tile col­lec­tion of­fers pop­u­lar charm bracelets which can be cus­tomised to re­flect one’s per­son­al­ity.

Pan­dora jew­ellery was es­tab­lished in 1982 in Copen­hagen, when Dan­ish goldsmith Per Enevold­sen and his wife, Win­nie, be­gan mak­ing jew­ellery by hand in a 30sqm show­room. To­day, the la­bel is sold in more than 40 coun­tries, and found in more than 10,000 jew­ellery re­tail­ers world­wide with more than 300 Pan­dora con­cept stores.

Its ma­jor break­through came in 2000 when the la­bel launched its unique and patented con­cept for bracelets with in­ter­change­able charms. Draw­ing from the suc­cess of the charm bracelet, Pan­dora launched the Com­pose ear­ring col­lec­tion – a range of in­ter­change­able hoop ear­rings with dif­fer­ent hang­ers – in ei­ther ster­ling sil­ver or 14K gold.

Pan­dora also of­fers a com­pre­hen­sive jew­ellery line called Sto­ries, which con­sists of match­ing ear­rings, rings and neck­laces with pen­dants.

And then, there’s Ring Upon Ring, which is es­sen­tially a num­ber of stack­able rings put to­gether, avail­able in both chunky and del­i­cate shapes; Liq­uid Sil­ver, a col­lec­tion of jew­ellery pieces in high qual­ity ster­ling sil­ver; and Love Pods, an ex­clu­sive line of jew­ellery in 18K yel­low, rose or white gold. Pan­dora also of­fers a range of pre­mium Swiss-made watches with sap­phire crys­tal and quartz move­ments, called Black Crown Di­a­mond.

The brand was first made avail­able to Malaysians at Habib Jew­els’ stores last Septem­ber at its Suria KLCC and Am­pang Point branches in Kuala Lumpur. Since then, two new stand­alone Pan­dora out­lets lo­cated in Bangsar Vil­lage II, KL, and Em­pire Shop­ping Gallery in

Subang Jaya, Se­lan­gor, have opened.

Cur­rently, only the charms are avail­able but plans to bring in the other col­lec­tions like the watches and sun­glasses are on the cards.

Pan­dora’s Asia Pa­cific man­ag­ing di­rec­tor Michael Aa­gaard Andersen feels that the charm bracelets are a good in­tro­duc­tion to the brand and that it’s a good place for women to start.

“You can start with a bracelet with a cou­ple of beads, and then come back when you get your pay­cheque to add a new charm,” he said dur­ing an in­ter­view with StarTwo at the launch of the brand’s 2010 Fall Col­lec­tion at Hul­let House in Tsim Sha Tsui, Hong Kong, in Septem­ber.

When asked what kind of women he en­vi­sions wear­ing the charm bracelets, Andersen said with a smile: “That’s an in­ter­est­ing ques­tion. I haven’t thought about that.”

He added: “There’s no woman I can think of that should not be wear­ing Pan­dora be­cause ev­ery woman has a moment she wants to share with the world. Too bad we don’t have some­thing for men be­cause they too, de­serve this kind of out­let!”

Andersen be­lieves the ap­peal in Pan­dora lies in the “hand­made, all gen­uine ma­te­ri­als, no plated” prod­ucts and its wide se­lec­tion of charms.

“Once you start wear­ing your bracelet, you then carry your iden­tity on your wrist. And when you meet other wear­ers, you can talk about what it means to them,” he ex­claimed. “Start with a few charms and build your col­lec­tion. Ev­ery bead will mean some­thing to the woman wear­ing it.”

Pan­dora can be found in Tai­wan, Singapore, South Korea, Hong Kong and China. The brand is fairly new to Asia and Andersen is happy to add Malaysia to the list.

He de­scribe the part­ner­ship with es­tab­lished jew­eller Habib Jew­els as “a stamp of ap­proval” from them.

“They have the right setup that can help launch the prod­uct and on top of that, they have the in­dus­try know-how so they of­fer a re­ally strong part­ner­ship,” he added.

The re­gional launch in Hong Kong was wit­nessed by over 40 jour­nal­ists from Malaysia, Singapore, China, Tai­wan and South Korea. Fash­ion­ista Hi­lary Tsui and model Lisa S. were on hand to pre­view the beau­ti­fully de­signed pieces. Both were seen wear­ing Pan­dora’s sig­na­ture bracelets with charms hand­picked by them.

The new col­lec­tion con­sists of an ex­cit­ing se­ries of jew­ellery and time­pieces that takes its in­spi­ra­tion from burnt colours and fas­ci­nat­ing shapes to re­flect the beau­ti­ful tran­si­tion from sum­mer to win­ter.

The charms for the sea­son come in an el­e­gant and ro­man­tic look.

A com­bi­na­tion of gold, sil­ver and burnt colour tones blend in beau­ti­fully with the ex­quis­ite gold charms, while metic­u­lously dec­o­rated cabo­chon-cut rhodo­lite and onyx give a lively ad­di­tion of colours to the ex­ist­ing range.

A sil­ver friend­ship charm with a but­ter­fly pen­dant is the new ad­di­tion to the fam­ily. En­graved with the words “friends for­ever”, this piece can be di­vided into two in­di­vid­ual charms.

There is also a se­ries of sil­ver charms with the num­bers zero to nine, set in gar­net to mark birth­days or rep­re­sent lucky num­bers. Also new are four over­size Mu­rano glass charms with flower mo­tifs, and rus­tic ox­i­dised sil­ver charms with faceted zir­co­nia in am­ber, red and black.

Pan­dora launched a gold lock for its pop­u­lar fab­ric charm bracelet, and in­tro­duced gold and sil­ver ends to the leather strings.

Over­all, the col­lec­tion looks im­pres­sive, and keeps to Pan­dora’s core tra­di­tion of re­fined de­tail and ex­clu­sive qual­ity.

Pan­dora’s prod­ucts in Malaysia ranges from RM100 to RM6,000. Sold at Pan­dora out­lets and Habib Jew­els.

Fashion state­ment: Charm bracelets and ear­rings from Pan­dora’s Sto­ries col­lec­tion.

Match­ing neck­lace and bracelet from Pan­dora’s Mo­ments col­lec­tion.. Spoilt for choice: There are more than 800 charms to choose from.

Lisa S. (left) and Hi­lary Tsui show­ing off their charm bracelets dur­ing the launch of Pan­dora’s 2010 Fall Col­lec­tion in Hong Kong.

Crafted from 14K solid gold and ster­ling sil­ver, Pan­dora rings are stack­able and avail­able in chunky or del­i­cate shapes. Pan­dora charms are made in 14K gold and ster­ling sil­ver, and fea­ture a va­ri­ety of pre­cious or semi­precious stones, pearls, enamel and Mu­rano glass.

A bracelet from the Mo­ments col­lec­tion and Black­CrownDi­a­mond watch.

Pan­dora’s Asia Pa­cific man­ag­ing di­rec­tor Michael Aa­gaard Andersen.

The fem­i­nine fluid shapes give neck­laces from the LovePods col­lec­tion a min­i­mal­is­tic ex­pres­sion while mak­ing a bold fashion state­ment.

The charms can be mixed and matched to cre­ate a last­ing sym­bol of life’s un­for­get­table mo­ments.

The Sto­ries col­lec­tion con­sists of a broad range of ro­man­tic and fem­i­nine ear­rings, rings and neck­laces with pen­dants.

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