Sales star: Pandora has employed Former Baywatch star Anderson (pictured) to advertise its lab-made diamonds assortment
Pandora is cashing in after linking up with Pamela Anderson.
The Danish jewelry group mentioned gross sales within the closing three months of 2023 had been 12 per cent larger than a 12 months earlier as enterprise boomed over Christmas. This meant gross sales throughout the entire of final 12 months had been up 8 per cent – higher than the 5 per cent to six per cent forecast in early November.
The improve got here regardless of the general jewelry market being flat. Pandora – recognized for its bracelets and charms – put its success all the way down to advertising campaigns with celebrities equivalent to actress and mannequin Anderson, 56, which helped it achieve market share in direction of the top of the 12 months.
The former Baywatch star has been employed by the corporate to advertise its lab-made diamonds assortment.
The firm has sponsored trend exhibits and targeted on getting tales into trend magazines in a bid to draw extra clients to its greater than 2,500 shops in over 100 international locations worldwide, together with practically 300 within the UK.
‘I’m tempted to say that the entire natural development is pushed by Pandora, as a result of if we have a look at the few items of knowledge which might be out there, the final jewelry market was down all over the world,’ mentioned chief monetary officer Anders Boyer.
Shares rose 3 per cent to their highest stage since mid-2016. ‘Pandora has, for many years, been the most well-known jewellery brand in the world and that hasn’t modified,’ mentioned Boyer.
‘But what has changed is that around a year back we started adding more focus on and investment behind driving brand desirability.’
Full-year income at Pandora stood at £3.2billion and income rose 4 per cent to £808million.