Whether we like it or not, TikTok is the master of all trends, both good and bad. The app formerly known as Musical.ly has, in the last five or so years, become a universal litmus test for what is popular—particularly among Gen Z. It’s therefore been rather surprising to those who were teenagers in the early 2000s and 2010s that Pandora is witnessing an enviable brand revival.
That’s not to say the Copenhagen-born jeweller has ever truly gone out of style, per se, for it’s difficult not to find a willing audience for sterling silver charm bracelets. After all, teenage girls exist in perpetuity. Yet the pivot Pandora has taken while maintaining their signature, charmed offering is nothing short of remarkable and likely hinges on the production of glistening lab-grown diamonds which began in the US and Canada in 2021.
