Shares of the world's largest jewelry company surge, this announcement changed the picture.:Shares of the Copenhagen-listed company rose as much as 7%. Pandora shares had previously fallen nearly 7% on Tuesday.

News Topical, Digital Desk : Shares of Pandora, the world's largest jewelry company, surged on Thursday. The company's recent announcement is believed to be a key contributor to this surge. The company allayed investor concerns by stating that it intends to reduce its dependence on silver. Shares of the Copenhagen-listed company rose 7%, having last traded 5.5% higher. Pandora shares had previously fallen nearly 7% on Tuesday. The company also announced plans to launch platinum-plated jewelry due to rising silver prices.

'It is necessary to reduce dependence on silver'

Pandora's new CEO, Berta de Pablos-Barbier, told CNBC, "Given the volatility of silver prices, we need to reduce our dependence on it. By introducing new metals, we will no longer be solely dependent on silver." She also noted that silver currently accounts for approximately 60% of Pandora's business. Silver prices have risen from around $30 to $80 per ounce over the past year, a 150% increase.

Pandora's strategy CEO stated that the company can maintain profit margins around 20% by expanding its platinum-plated jewelry and product portfolio. She also stated that the company's organic growth this year is expected to be between "negative 1% and 2%," with profit margins ranging between 21% and 22%. Pandora recorded 6% organic growth in 2025, down from 13% in 2024, below the company's own projections of 7%–8%. Analysts have stated that the significant fluctuations in silver prices pose a significant challenge for Pandora. In addition, increasing consumer pressure is also impacting sales. The company's new strategy will aim to reduce its dependence on silver while maintaining profitability.