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Pandora Tests New Store Concept in Italy and UK

The pilot “will showcase products in new inspiring ways and offer a personalized shopping experience.”




Evoke Milan entrance
Evoke Milan entrance

(PRESS RELEASE) Pandora opened doors to its first stores under the new store concept Evoke in Milan, Italy and London, UK. The new concept, which is still in its test phase, aims to make shopping more intuitive and will improve speed of service, enabling customers to easily explore, find and try on products.

From the moment customers enter the store, the simplified layout allows them to navigate through different product categories and view the jewelry in newly designed displays. Two-thirds of Pandora’s revenue comes from gifting, and the new stores will have a dedicated ‘gifting zone’ with inspirational displays. As a further way to personalize the jewelry, the stores will also offer engraving service to customers.

“Pandora is built on the concept of personalization and the idea that you can tell your story through your jewelry. We now want to bring personalization to all customer touch points and create a unique shopping experience. Evoke is one of the key components of our personalization journey, and we have received very positive initial reactions from our customers. We look forward to seeing our customers as they explore the new store concept together with us” says Martino Pessina, Chief Commercial Officer, Pandora.

The layout of the stores has been designed with today’s omni-channel journey in mind. More than 80% of consumers start their shopping online, and when they enter the new stores they will recognize Pandora’s campaigns at the front.

Following the openings in Italy and UK, Evoke will launch in Guangzhou, China in December, and Pandora expects to introduce it in other key markets later in 2022. The new store concept will gradually be evaluated and improved, and new features will be added.




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Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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