Pandora Jewelry has reimagined the brand experience with a new store concept, but that doesn’t mean it’s straying from its core mission. The jewelry retailer’s heritage lies in “giving a voice to people’s loves,” according to Sid Keswani, Pandora Jewelry’s President of the Americas. “People think of their loves in terms of people, places and passions. It’s so [personal] so we want to bring that individuality to life through the experience.”
After conducting an extensive consumer survey in key markets — including the U.S., Asia and Brazil — Pandora Jewelry went through a brand relaunch focusing primarily on elevating the store experience. The new store concept was officially unveiled at the Garden State Plaza in Paramus, N.J., where Keswani took the Retail TouchPoints team through a guided tour of all its elements.
Because 80% of Pandora Jewelry shoppers begin their buying journey online and 80% ultimately buy in-store, it was “critical” for the retailer to create a consistent experience that was also engaging and interactive. The new store concept is designed to be just that, allowing shoppers to easily build their own bracelets, browse the latest charm collections and see top-selling designs in a curated display case. Shoppers can even personalize charms using a new engraving station in the store.
All store elements can be self-guided or supported by a store associate. However, Keswani noted that “every consumer needs a touch point with our Pandorians. Personal touches are what make Pandora so special.”
Watch our latest Store Tours episode below to get an inside look at the store, as well as extra insights from Keswani. Pandora Jewelry plans to use the holiday season as a learning period for the new store concept, with plans to develop and roll it out to more U.S. stores throughout 2020.