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Opinion
Andrea Felsted

Pandora’s Charms Fall Out of Fashion

The Danish maker of affordable bling can no longer rely on its charms. Its best option might be a takeover. 

Pandora soared on the back of the craze for charm bracelets. Those golden days are over.

Pandora soared on the back of the craze for charm bracelets. Those golden days are over.

Photographer: Freya Ingrid Morales

Another quarter, another profit warning from Pandora AS. The Danish maker of affordable bling jewelry cut its forecast of full-year revenue growth on Tuesday and abandoned its long-term sales target. Far from golden.

Investors have, unfortunately, become used to the steady stream of bad news from the company. And Tuesday’s warning was accompanied by an overhaul of the business. That indicates that the strong sales expansion Pandora enjoyed a few years ago won’t return any time soon.