Pandora partners UNICEF to unveil 'We Can Do Anything' charm for IWD

Jewellery brand Pandora has launched a new limited edition charm named "Pandora for UNICEF We Can Do Anything" this International Women's Day, in support of UNICEF’s work to empower young voices and promote gender equality. This charm comes as a part of Pandora's "Charms for change" initiative which, according to Pandora's website, was created to promote important causes around the world and support UNICEF to empower young people, especially girls.

The phrases "We can do anything" and "The power is in me" are engraved on the charm, and UNICEF said it symbolises support from girl-to-girl and woman-to-woman. The charm will be sold for a month in Pandora's stores worldwide, as well as its online store, and Pandora will be donating €15 (approximately US$16.87) to UNICEF for each charm sold. The proceeds will be used for UNICEF's work with children and young people, including education, gender equality, rights awareness, personal empowerment and civic engagement programmes.

In a statement to A+M, a spokesperson from Pandora Malaysia said it will also be working with Maybank, Kenanga and KPMG to offer special promotions for their female employees in conjunction with International Women's Day this year.

Last year, Pandora unveiled a new logo in line with its brand relaunch to strengthen consumer relevance. The new purpose, “We give a voice to people’s loves – Passions, People & Places”, was said to focus on the brand’s core proposition of co-creation, self-expression and collecting. 

With a boost in marketing initiatives, the brand relaunch included a global roll-out of new store design, celebrity endorsements, new products as well as new partnerships. The brand relaunch also saw fewer promotional activities, reduction of sell-in packages and improvement of inventory levels, which were estimated to have impacted Pandora's organic growth by -5% in Q1 2019.

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