Subject category:
Strategy and General Management
Published by:
Nordic Case House, Copenhagen Business School
Length: 14 pages
Data source: Field research
Topics:
Circularity; Corporate sustainability; Sustainable supply chains; Sustainable business model; Ethical sourcing; Corporate environmental disclosure; Resource efficiency; Circular procurement; Sustainability strategy; Sustainability reporting; Brand revitalization; Corporate transformation; Lab-grown diamond; Jewelry
Abstract
Established in 1982 as a modest jewelry boutique on the outskirts of Copenhagen, Denmark, Pandora grew into one of the world's largest jewelry brands in terms of sales volume. In 2020, Pandora announced a commitment to using only recycled silver and gold in its jewelry by 2025, which triggered a four-year transformation aimed at shifting all silver and gold used in Pandora's own manufacturing and by its subsuppliers to recycled sources. In 2021, the company launched Pandora Brilliance, its first collection featuring lab-grown diamonds, and discontinued the use of mined diamonds. Despite substantial progress, challenges remain, particularly around advancing circularity and responding to public scrutiny of lab-grown diamonds' environmental impact. The case encourages critical discussion on the complexities of measuring sustainability success, managing brand transformation, and adapting to evolving regulatory frameworks such as the EU's Corporate Sustainability Reporting Directive (CSRD).
Geographical setting
Region:
Europe
Countries:
Denmark; United Kingdom; Thailand; United States
Subject category:
Strategy and General Management
Published by:
Nordic Case House, Copenhagen Business School
Length: 11 pages
Data source: Field research
About
Abstract
Established in 1982 as a modest jewelry boutique on the outskirts of Copenhagen, Denmark, Pandora grew into one of the world's largest jewelry brands in terms of sales volume. In 2020, Pandora announced a commitment to using only recycled silver and gold in its jewelry by 2025, which triggered a four-year transformation aimed at shifting all silver and gold used in Pandora's own manufacturing and by its subsuppliers to recycled sources. In 2021, the company launched Pandora Brilliance, its first collection featuring lab-grown diamonds, and discontinued the use of mined diamonds. Despite substantial progress, challenges remain, particularly around advancing circularity and responding to public scrutiny of lab-grown diamonds' environmental impact. The case encourages critical discussion on the complexities of measuring sustainability success, managing brand transformation, and adapting to evolving regulatory frameworks such as the EU's Corporate Sustainability Reporting Directive (CSRD).
Settings
Geographical setting
Region:
Europe
Countries:
Denmark; United Kingdom; Thailand; United States
Related
Subject category:
Strategy and General Management
Published by:
Nordic Case House, Copenhagen Business School
Length: 11 pages
Data source: Field research