A New Era
From the fairytale setting of Copenhagen to the allure of Sydney’s beaches, travel is a constant inspiration for PANDORA’s Creative Directors, Francesco Terzo and A Filippo Ficarelli. Here, they talk ushering the brand into another chapter.
Denmark, Australia, Thailand, Mexico, the Mediterranean and beyond – travel is a constant source of inspiration for the recently appointed VP Creative Directors of iconic jeweller PANDORA, Italian design partners Francesco Terzo and A Filippo Ficarelli. “We travel a lot between our home in Italy, PANDORA’s head office in Copenhagen and our own crafting facilities in Thailand,” says Ficarelli. Adds Terzo: “We love discovering secret places and meeting locals who share their experiences [with us].”
Founded in Copenhagen, Denmark, PANDORA has been creating high-quality, hand-finished jewellery for more than 30 years, transforming from a respected local jeweller to a world-leading international jewellery company that – with the creative vision of Terzo and Ficarelli – is writing a new and exciting chapter in its history.
The duo begins with a scroll through Instagram (“it’s perfect for researching where to visit next,” enthuses Ficarelli) to find different cultures to absorb as they traverse the globe. What inspires them to design innovative and covetable jewellery collections? The energy and vibrant colours of Mexico, the joy and optimism of a European summer and, more recently, they discovered the laid-back attitude and pristine beaches of Australia (they particularly enjoyed Bondi Beach, Bondi Icebergs and famed restaurant Bennelong at the Sydney Opera House on a visit earlier this year).
“Innovation and reinvention are key to staying relevant.” Terzo -
As expected, their must-visit list is endless. “I don’t think we could ever be overwhelmed by inspiration,” says Ficarelli matter-of-factly. “It keeps the energy high and the creativity flowing.”
Although they officially joined PANDORA in 2016, Terzo and Ficarelli had an existing relationship with the brand, having collaborated with PANDORA as joint Creative Directors of Milanese consultancy G. Bianchi Studio. The artloving designers – who have worked with many high-end fashion houses, such as Dior and Ralph Lauren – have a long history of behind-the-scenes creative influence but consider PANDORA to be their most high-profile role to date. “We’ve known each other for a long time,” the designers say of their yin-yang-like partnership. “Sometimes, one of us is more structured... and the other is free to be creative, looking at books, filtering ideas and taking risks. When we make a decision, it’s because we agree.”
It was their debut collection, released in March, that truly put them on the map: PANDORA Shine, a collection of pieces in 18-karat gold-plated sterling silver – a new metal for the brand.
For their highly anticipated new collection, PANDORA Reflexions, Terzo and Ficarelli have looked to strong women in history for this season’s minimalist interpretation of the brand’s codes. In particular, extraordinary women from the Renaissance period and beyond; the lives of great leaders such as Queen Elizabeth I and Catherine de’ Medici fascinate them. “There are many parallels between the Renaissance and women’s empowerment,” explains Terzo. “Renaissance is a French word that means ‘rebirth’, the start of a new era. During this era, women started to step into their power, whether in art, literature or science… We combined these ideas with the fairytale setting of Copenhagen and wove them into a captivating story.”
“There were many strong and inspirational females who helped pave the way for other women,” adds Ficarelli, noting how these influential women of the Renaissance would also use jewellery as a form of self-expression. This expression, they say, is at the heart of their new collection. More specifically, how women have the ability to communicate and reveal small parts of themselves through style and their highly personal relationship with jewellery.
As such, PANDORA Reflexions represents a new era of style for PANDORA; the collection
of minimalist bracelets and clip charms not only possesses a delicate timelessness but an attitude of feminine strength, individuality and intimacy, seen through the use of coloured metal combinations, understated textures and fluid finishes. The elegant pieces – in sterling silver, PANDORA Rose and PANDORA Shine – have been created with effortless styling in mind. Infinite combinations are possible, meaning women can mix-and-match to truly make the pieces their own.
“Innovation and reinvention are key to staying relevant... PANDORA is thoroughly global, within our company and in our outlook and offering,” says Terzo. “And so are our consumers. [They’re] different ages, cultures and races – no woman is the same. Every woman is multifaceted.” This global citizen, with her own style, culture and desires, is someone they like to keep front-of-mind at all times. After all, PANDORA is present in more than 100 countries around the world.
So how do they speak to the PANDORA woman? “When we first try to visualise our story, we create mood boards with images, colours and materials from all over the world,” says Terzo. He and Ficarelli love to imagine what this global woman’s most-loved pieces in her wardrobe might be, how she styles herself and how she expresses herself through the pieces she chooses. It’s lucky then that with such a minimalist, timeless aesthetic, their design language is metamorphic. “We know our customers have different attitudes to style so we ensure each piece is a starting point filled with possibilities,” notes Ficarelli.
Their love of travel aside, Terzo and Ficarelli insist that it’s the women who wear their pieces who ultimately end up being their most influential muse – something they call “an exchange of inspiration”, which is also why each piece is designed to be individualised. This element of design is at the core of the Danish brand’s history and DNA but it’s also one that fits seamlessly with the duo’s discerning, well-travelled and culturally astute customer.
“Thinking only of one type of woman is too restrictive for a brand like PANDORA. And proposing only one idea of a woman is too narrow for our customers,” says Terzo. “Women and their roles and circumstances are changing and they are conscious of this. We don’t want to dictate but rather inspire women all over the world.”
“We know our customers have different attitudes to style so we ensure each piece is a starting point filled with possibilities.” Ficarelli