Pandora has taken a bold step into Southeast Asia with the opening of a sprawling new factory in Vietnam, a move that signals both confidence in the country’s economic trajectory and a shift in the global jewelry industry’s production landscape.
The Danish company, already recognized as the world’s largest jewelry brand by sales volume, invested $150 million into this facility, which sits inside the Vietnam Singapore Industrial Park 3, a modern hub designed to attract international manufacturers. Covering more than 55,000 square meters, the site is built to LEED Gold standards, meaning it meets rigorous benchmarks for sustainable construction, and it runs entirely on renewable electricity.
The factory began operations with 735 employees and is expected to reach 1,000 by year’s end. At full capacity, it will employ 7,000 artisans and produce up to 60 million pieces annually. That scale would represent a 50 percent increase in Pandora’s global output, underscoring the strategic importance of this expansion. Vietnam was chosen not only for its infrastructure and favorable business environment but also for its long tradition of craftsmanship, which provides a ready pool of skilled workers.
Pandora’s leadership has emphasized that this investment is about more than just volume. Chief Executive Berta de Pablos-Barbier explained that the facility gives the company flexibility and innovation capacity to support future growth.
Chief Strategy Officer Jeerasage Puranasamriddhi added that the plant will initially focus on gold-plated jewelry, a segment experiencing rapid demand growth, before moving into platinum-plated lines. Importantly, all silver and gold used are recycled and certified by the Responsible Jewellery Council, reflecting Pandora’s commitment to sustainability.
The company, headquartered in Copenhagen, employs nearly 39,000 people worldwide and operates 7,000 points of sale across more than 100 countries. With a market capitalization of about $9.7 billion and annual sales exceeding 112 million pieces, Pandora has become a global powerhouse. Vietnam itself is not new territory for the brand, which entered retail there in 2011. Today, the country ranks seventh among Pandora’s Asian markets, buoyed by a youthful consumer base and a fast-growing economy.
