Pandora is known for its customizable charm bracelets, designer rings, earrings, necklaces and (now discontinued) watches.

[10] In 1987, the company ended its retail operations and became a pure wholesaler; two years later Enevoldsen hired in-house designers and established a manufacturing site in Thailand, where it is still located.

With low production costs and an efficient supply chain, the Enevoldsens could provide affordable, hand-finished jewelry for the mass market.

[11] The Danish private equity group Axcel bought a 60% stake in the company from the Enevoldsen family in 2008.

[13] Shares fell nearly 80% in 2011 after a shift in focus to higher-end designs alienated core customers, but performance recovered after a return to the more affordable mass market, with the group reporting revenue of DKK 19 billion and net profit in excess of DKK 3 billion in 2014.

[15] In early May 2021, Pandora announced the company would phase out mined diamonds in favour of gems manufactured in a laboratory.

[16] Pandora is one of the world's largest jewelry brands with 19 billion Danish kroner in revenue and a retail network of around 2,700 stores.

[17] In early 2025, Pandora anticipates to stop using newly mined gold and silver and only purchase recycled sources.

Working with mined metals, Pandora would no longer dig deeper in search of new material, which would allow the company to reduce its greenhouse gas emissions substantially.

[32] Pandora launched an online sales platform in Europe in 2011, and began working to expand its e-commerce to the majority of its markets including Australia.

The group announced a Chinese distribution deal in 2015, with plans to increase store numbers to "a couple of hundred" in China.