“We felt we had to do something quite radical”: Pandora’s SVP of sustainability

The world’s largest jewellery brand Pandora is placing sustainability at the cornerstone of its ‘Phoenix’ growth strategy and even tying bonuses for top management to environmental targets to incentivise progress. The shift dates back to 2020/21 when Pandora overhauled its business strategy to focus on crafting high-quality jewellery for the mass market and becoming the most desirable brand in the accessible luxury jewellery market, globally. “If you rewind to 2020/21, the company was in

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