Pandora, a leading jewelry brand, has decided to transition from silver to platinum-plated jewelry amidst a steep rise in silver prices. Over the last year, silver prices have more than doubled, prompting the move aimed at limiting the brand's exposure to fluctuating metal costs. In this rebranding, only about 25% of Pandora's jewelry will feature silver as they aim to expand their platinum range. Chief Executive Berta de Pablos-Barbier emphasized the need to shift the brand's identity away from being heavily tied to silver. Instead, they will introduce a new alloy, Evershine, which is already in use for gold-plated items. The rollout of platinum-plated jewelry is scheduled for 2026. While initially contracting third parties for plating, Pandora aims to shift production to their sites in Thailand and Vietnam to gain better control of costs. This strategic shift is expected to enhance the durability of their products and align the brand with consumer demands for high-quality materials.