Pandora is the world’s largest jewellery brand, present in over 100 countries. Ever innovating, the brand is keeping pace with consumer expectations through multiple touchpoints including authentic brand partnerships,and upleveling its digital experience.

In this interview, The Lovie Awards talks to the Danish brand’s SVP of GTM, Jennie Farmer, and their VP of Collaborations, Serena De Maio.

They discuss modernizing e-commerce with a relaunched digital flagship and how a thoughtful approach to collaborations can fuel creativity, deepen emotional connection, and elevate cultural relevance.

How valuable are collaborations for your brand? How have they been pivotal to your approach?

Serena De Maio: Collaborations are incredibly valuable for Pandora, not just commercially, but in terms of brand expression, cultural relevance, and emotional connection. Aligned with our brand purpose of giving a voice to people’s loves, our partnerships are about creating jewellery that allows people to express their passions, identities, and memories.

To date, our collaborations have been focused but impactful, primarily within the entertainment industry, with Disney as our main partner. That long-standing partnership has been pivotal in helping us tap into pop culture conversations and engage new audiences in meaningful ways. It has enhanced our cultural resonance while deepening emotional reach, reaffirming the role jewellery plays in marking life’s meaningful moments.

Can a collaboration with partners or brand ambassadors support your brand journey?

SD: Absolutely. Collaborations – whether with brands or cultural figures – have shaped our approach to storytelling, product design, and audience engagement. Working with talent like stylist Harry Lambert or artists like Pamela Anderson pushes our creative boundaries and invites new expressions of identity, craft, and culture.

Tyla, our newest brand ambassador and Grammy-winning global sensation, embodies BE LOVE through her authenticity and style. Her Coachella debut in Pandora pieces demonstrated the power of collaboration to connect with the next generation and inspires storytelling through jewellery. These partnerships fuel creativity and elevate our global cultural presence.

What upcoming collaboration opportunities in your field are you especially enthusiastic about?

SD: We are incredibly excited about what’s next. Having built a strong foundation with collaborations like Disney, we’re ready to scale—tapping into new fan communities, cultural moments, and elevating craftsmanship with more sustainable design practices.

Collaborations are a strategic growth lever, a way to accelerate brand desire, increase talkability, and expand our cultural footprint.

How do you bring these collaborations to life for your customers across touchpoints/platforms?

Jennie Farmer: Brand collaborations are moments of excitement, they energize our loyal community and attract new audiences to Pandora. To maximize impact, we bring these stories to life across every key customer touchpoint: from immersive in-store experiences to digital, social media, earned PR, influencer activations, and strong editorial storytelling on our owned platforms.

How do your digital platforms support the storytelling behind your collaborations?

JF: Inspiration is at the heart of our digital strategy. Our new digital flagship —which our team brought to life in close collaboration with award-winning design and engineering firm Work & Co— is purpose-built to seamlessly blend storytelling with shopping. Through immersive content modules on product listing pages (PLPs) and product detail pages (PDPs), we hero each collaboration with both visual impact and contextual depth, enabling customers to engage with the story while staying on the path to purchase.

You’ve talked a bit about Pandora’s growing role in culture – how have your digital products evolved to reflect that?

JF: Pandora is increasingly part of the cultural conversation, and our digital platforms reflect that evolution. From global events like The Met Gala to regionally relevant activations, we use our channels to share those cultural moments with our community, pairing inspirational content with a seamless browsing and shopping experience.

The products that come from these collaborations really speak for themselves as physical pieces – how do your digital experiences mirror that same level of luxury and creativity?

JF: Our digital experience is designed to mirror the craftsmanship of our physical pieces. High-end imagery, contextual styling, and editorial storytelling elevate product presentation online. This visual richness and attention to detail reflect the same creativity and care that define our products, ensuring the full brand experience comes through at every touchpoint. The collaborations and the digital products that tell those stories allow us to meet consumers where their passions live and translate those passions into meaningful, wearable stories.

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