Located in the Vietnam Singapore Industrial Park 3 (VSIP III), the factory spans over 55,000 square meters within an area of approximately 7.5 hectares. According to Pandora, this facility is the world's largest fine jewelry crafting factory, designed to LEED Gold sustainable building standards, powered by 100% renewable electricity.

Upon commencing operations, the factory employed 735 staff and is projected to reach 1,000 employees by the end of this year. At full capacity, the factory will house 7,000 artisans, increasing production to 60 million products annually. The company plans to expand its capacity by an additional 50%.

Pandora is the world's largest jewelry brand by production volume, with 112 million products sold in 2025 and revenue of 32.5 billion Danish krone (4.9 billion USD). The factory in Vietnam is the brand's fourth facility and its first outside of Thailand.

Berta de Pablos-Barbier, Pandora's Chief Executive Officer, stated that Vietnam was chosen as the location for this flagship factory due to its favorable business environment and robust infrastructure. Additionally, the country's long-standing tradition of jewelry craftsmanship provides the group with easy access to a talented workforce.

"This investment provides us with the production capacity, flexibility, and innovation needed to support future growth," she remarked.

Products manufactured at the Pandora factory in TP HCM. *Company supplied*

Jeerasage Puranasamriddhi, Pandora's Chief Strategy Officer, noted that the Vietnam factory will initially prioritize the production of gold-plated products, which are experiencing rapid demand growth. In the long term, the facility will also play a key role in manufacturing platinum-plated jewelry lines as the company diversifies its material strategy.

Notably, 100% of the silver and gold used in production are certified recycled materials, adhering to the Responsible Jewellery Council (RJC) standards from the UK.

"We import raw materials directly from international sources but will gradually shift towards enhancing local technical capabilities for localization. Suppliers must meet our Responsible Sourcing program requirements for integrity, financial capability, and compliance," he stated.

Headquartered in Copenhagen, Denmark, Pandora currently boasts a market capitalization exceeding 9.7 billion USD. The group employs approximately 39,000 people globally and operates 7,000 points of sale in over 100 countries. Last Quarter II, revenue reached 32.5 billion Danish krone, equivalent to about 1.1 billion USD, marking a 2% increase compared to the same period in 2025.

The brand began retail sales in Vietnam in 2011. CEO Berta de Pablos-Barbier mentioned that this market has risen to the 7th position in Asia, thanks to its fast-developing economy and a young consumer base that aligns with the brand's product direction.

According to her, the global jewelry industry is gradually transitioning from symbols of status and purchasing power to a means of expressing individuality and personal values. This shift necessitates continuous innovation and improved design quality from brands.

Vien Thong