MILAN – Pandora is opening its first Italian flagship in Milan’s central shopping street Corso Vittorio Emanuele II, on the corner with the landmark San Babila square.
To be officially unveiled Friday, the 2,690-square-foot space spans two levels and signals the Danish jewelry giant’s ambitions in one of its top five markets worldwide. Italy represents roughly 7 percent of Pandora’s global revenues, which as reported, were up 6 percent in 2025 to 32.55 billion Danish kroner, or 4.4 billion euros.
In an interview with WWD, chief marketing officer Jennie Farmer underscored the role of Italy as “a strategic priority market for Pandora.”
“It’s one of our strongest and most mature markets. One in three women in Italy already owns a Pandora product,” said Farmer. “So the next chapter is not just about bringing more customers into stores. It’s about shifting gears and driving growth in a different way, deepening that relationship and evolving how the brand shows up.”
First look at the new Pandora flagship in Milan.
Courtesy of Pandora
“Opening a flagship now in Milan is a natural next step in that journey” of further connecting with local consumers and to “bring the full expression of Pandora,” said Farmer. She underscored that overall, flagships are “an important yet relatively new chapter for Pandora,” mentioning how the company unveiled its first in Copenhagen in 2024. Ever since, it has progressively expanded the concept in key cities around the world, with Milan marking its fourth such retail experience, closely following the flagship debuted in Barcelona last week.
Prior to the Milan opening, Pandora already had a strong presence in Italy via roughly 190 concept stores and around 400 multibrand partners nationwide.
“This [opening] is part of a broader shift for the brand, evolving how we show up physically, from transactional retail to more immersive, connection-led experiences,” said Farmer. “The Milan flagship represents an important milestone in our strategy to elevate the brand experience.”
The executive said the brand has zeroed in on Milan due to the city’s cultural relevance as a global capital of fashion and design, praising the location for its high visibility, which will enable the store to attract both local and international shoppers.
Housed in a ‘30s building, the retail space blends Scandinavian minimalism with a Milanese design sensibility. The interior concept hinges on natural materials, soft lines and marble finishes — including the pink-hued flooring — to create a polished environment reflecting both the brand’s codes and local design culture.
A key feature of the space is the heart-shaped sculpture on the mezzanine, inspired by one of Pandora’s very first charms. Curated design pieces — such as the Artichoke lamp by Louis Poulsen — and botanical additions ranging from the floral-nodding installations of Danish artist Rie Elise Larsen to real greenery in planters made from recycled blown glass and Carrara marble scraps, round out the space.
Jewelry by Pandora.
Courtesy of Pandora
“Italian consumers have a strong appreciation for design, craftsmanship and storytelling, and are particularly receptive to culturally relevant experiences,” said Farmer. “Our ambitions for the flagship extend beyond commercial performance. We see it as a powerful driver of brand impact and emotional connection.”
To this end, the store has been designed to offer an engaging customer experience by enabling visitors to explore, personalize and interact with the brand across different touch points. These include the Engraving Studio dedicated to customization services; the Style Studio styling area, and the Diamond Salon showcasing the Pandora lab-grown diamonds collection, which officially lands in Italy through this store.
The Cabinet of Curiosities displaying objects and artifacts enriching the brand’s storytelling and the Heritage Wall retracing its history and values add to the Art of Making area dedicated to artistic reinterpretations, including a contemporary take on Antonio Canova’s “Venere Italica” sculpture.
As for the jewelry showcased at the store, bespoke Pandora pieces worn on the red carpet by the likes of Pamela Anderson and Tyla are displayed in addition to the brand’s complete assortment, which is enriched by a special charm exclusive to the Milan flagship. Dedicated to the city’s Duomo, this features a lab-grown diamond and is finished off in 14-karat gold.
In general, Farmer said that collections such as Talisman are performing particularly well in the market. “Core categories such as charms and bracelets remain fundamental pillars of the business, but we are seeing increases in rings and earrings,” she said. “We are not defined by demographics; however, we are seeing consideration grow amongst Gen Z consumers. Through innovation and categories like lab-grown diamonds we are increasingly reaching new consumers.”
Jewelry by Pandora.
Courtesy of Pandora
Farmer said that even though it operates in a highly competitive and dynamic jewelry landscape, Pandora’s success resides in occupying a distinctive position at the intersection of accessibility, design quality and personalization.
“The key lies in our ability to combine accessibility with meaning,” she said. “In Italy, pairing that strong foundation with cultural relevance and product innovation has been instrumental in building a broad and loyal customer base.”
The executive said that while markets like Italy and the U.K. remain highly strategic and with significant long-term potential, the company is currently seeing strong growth in regions such as Asia-Pacific — particularly Japan — and Latin America.
Established more than four decades ago as a jewelry atelier in Copenhagen and now listed on the Nasdaq Copenhagen stock exchange, Pandora is available in more than 100 countries. The company operates around 2,800 concept stores globally, with its jewelry sold also at 7,000 points of sale.
Farmer said the brand will continue to expand its distribution strategically. In 2026, the company expects to open between 50 and 75 new concept stores globally, while “continuing to optimize the network in specific regions.”
Jewelry by Pandora.
Courtesy of Pandora
