Published on 17/10/2026 - 7:58 GMT+2

Pandora has launched what it claims is the largest fine jewellery production plant worldwide, located in Vietnam. This move boosts output while aiming to minimize environmental impact.

Once at full capacity, the Ho Chi Minh City facility will have 7,000 staff members.

Annual output could reach 60 million jewellery items, boosting the Danish firm's production ability by half, per the launch statement.

This marks Pandora's fourth manufacturing site and its initial one beyond Thailand.

"This provides us the versatility to produce our full range of collections using various materials and methods," noted Pandora CEO Berta de Pablos-Barbier.

The company sold 112 million items in 2025, or more than three per second. It positions itself as the top jewellery brand globally.

Boosting output while cutting emissions

The Vietnam plant received $150 million (€132mn) from Pandora and will run solely on renewable power. Additionally, the firm adopted 100% recycled gold and silver for all production starting in 2024.

While scaling up, de Pablos-Barbier emphasized sustainable growth.

Experts note gold's excellent reusability.

"It fits well into a circular model since it does not corrode, explaining its worth," explained Saleem H. Ali, a UN University researcher on critical minerals.

"Ancient Egyptian gold remains largely intact today."

Recycled metals demand energy for refining, which includes melting and purification steps.

Pandora aims to push renewable energy use to its suppliers as well.

Navigating growth in the jewellery sector

Forecasts indicate jewellery sales volumes will rise 4.1% yearly from 2025 to 2028, about four times faster than apparel, based on McKinsey and The Business of Fashion's State of Fashion 2026 report.

Pandora grew from a 1982 Copenhagen shop, starting Thailand production in 1989. The 2000 charm bracelet launch fueled global reach, leading to its 2010 stock listing.

Yet market expansion offers no sure success for the brand.

In August 2026 earnings, Pandora cautioned that US tariffs would persist in pressuring margins.

These tariffs impact US sales, its biggest market, amid inflation and economic doubts affecting demand.

Previous labor issues have highlighted production conditions. A 2020 Danwatch report noted a 2019 Thai court decision linking union actions to firings at the Bangkok site.

Pandora attributed reductions to reorganization and individual results.

With Vietnam expansion underway, the company must demonstrate it can scale output sustainably while upholding worker rights.