Pandora taps Millie Bobby Brown to launch micro charms

By

Barbara Santamaria

Published
Sep 25, 2019

Pandora has kicked off the first of a series of collaborations and celebrity endorsements with Stranger Things star Millie Bobby Brown as the face of a new charms concept.

‘Pandora Me’ is the name of the new collection, which sees the Danish jewellery firm’s famous charms shrink in size for a more modern, delicate look, evolving from the heavy, clunky style the brand is known for.

The collection, targeted towards generation Z consumers, consists of 55 designs including micro dangle charms, a link bracelet, single stud earrings and a safety pin brooch. All pieces are made from recycled sterling silver and using responsibly sourced stones.

“Pandora Me is made to inspire and invite the next generation of consumers to express the things they love the most in a playful and confident way. We want to ignite their curiosity, tap into things they love and give them a voice,” says chief creative and brand officer, Stephen Fairchild.

Millie Bobby Brown has signed a two-year contract with Pandora, and will meet fans and talk about what it means to be a young woman today at a series of launch events taking place in New York, Shanghai and London throughout October.

Pandora had hinted at a series of celebrity collaborations and new product launches at its official relaunch in Los Angeles in August. The initiatives are part of a major effort to breathe life into the mid market jewellery firm, and are coupled with a new store format, website and branding.