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According to a fourth-quarter luxury tracking research done by Unity Marketing, Pandora is currently the second most popular brand among luxury jewelry consumers.

According to the report, the charm maker scored second only to Tiffany & Co. as a luxury jewelry brand, and ahead of classic luxury jewelry favorites like David Yurman and Bulgari.

“Pandora instantly soared to the very top of our monitoring,” says Pam Danziger, president, and CEO of Unity Marketing. “That’s a major discovery in my opinion.”

Danziger

Danziger claims that her study polled over 1,200 luxury buyers with an average income of slightly under $300,000. She believes the findings prove that even a silver-based charm line may appeal to the extremely wealthy.

“I believe we need to look at the luxury market in a much larger context,” she argues. “A lot of corporations look down on certain brands since they don’t have the same perception as other brands.” Nonetheless, these brands are taking over.”

Danziger points out that other “mass” companies, such as L’Oréal Paris, J.C. Penney, Ann Taylor, and Amazon.com, have made inroads among luxury buyers.

She says that she recently attended a conference where several jewelry designers said that Pandora was not a competitor: “I wanted to yell from the crowd, ‘You are insane!'” Luxury affluents are wealthy, but it doesn’t imply they want to spend a lot of money. They did not get wealthy by squandering their money. “Flash sales have shown that luxury customers will purchase for less.”

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