Do we like them?

Do we like Pandora?

World's biggest jewellery maker, known for charm bracelets and silver jewellery; based in Copenhagen, Denmark.

Our score: 6 out of 10. A big, profitable jeweller with a real recycled-metals and lab-grown push. Our search found no big scandals, but we saw little hard evidence on workers or tax. Decent, not a standout.

Pandora is a Danish jewellery giant, listed in Copenhagen and known for charm bracelets. It is billed as the world's biggest jeweller. Alexander Lacik has been named as CEO in company statements, though one report mentions a new CEO, so check who is in charge now.

The big green move is metal. Pandora says it now uses only recycled silver and gold. Mining.com reports this cuts indirect CO2 emissions by roughly 58,000 tonnes a year, and that Pandora absorbs the extra cost rather than charging shoppers more.

It also dropped mined diamonds for lab-created ones, which it says are made with renewable energy. The Natural Diamond Council, a trade body for mined diamonds, called Pandora's carbon comparison misleading, as relayed by a blog repost. That's a rival's objection, not a regulator's ruling.

On the business side, Pandora's 2025 annual report says US tariffs, currency swings and pricey commodities hurt it, but its EBIT margin was still 23.9%. Euronews says it has opened a huge factory in Vietnam. We'd back it for the recycling, with questions left on labour and tax.