Quinnipiac iQ Career and Experiential Learning Lab
Quinnipiac iQ Career and Experiential Learning Lab

Media Studies

Pandora Consultant Report

Student standing in front of poster

Media Studies

Pandora Consultant Report

Elisabeth McMahon ’26, MBA ’27 completed this project as part of MSS 495: Capstone: Media Forecasting and Strategy.

Overview

This consultant report evaluates Pandora and its position within the jewelry industry. The research focused on two key challenges: Pandora’s narrow brand image as mainly a charm bracelet brand and low consumer awareness of its sustainability efforts. Through industry research, a SWOT analysis, and consumer survey data, this report identified opportunities for growth through product expansion, updated marketing strategies, and stronger communication of Pandora’s ethical sourcing practices.

School

Program

Consultant

Headshot of Elisabeth McMahon

Elisabeth McMahon ’26, MBA ’27

Communications / Media Studies, BS/MBA (3+1)

School of Communications, School of Business

Pandora Consultant Report

 

Client

Pandora is a global jewelry brand known for its customizable charm bracelets and affordable, personalized designs that celebrate meaningful moments. The company has also positioned itself as a leader in sustainability by using lab-grown diamonds and 100% recycled gold and silver in its products.

Assessment

Pandora is one of several jewelry brands competing for consumers’ attention in a highly competitive and rapidly evolving marketplace. 

Strengths

  • Sustainability commitments

  • Personalized to the customer

  • Strong brand recognition

Weaknesses

  • High dependence on charm & bracelet product line

  • Consumers are unaware of its sustainability practices

  • Quality perception issues

Threats

  • Strong compeition

  • Consumer shifts in style and fashion trends

  • Economic downturns

Opportunities 

  • Reinforce sustainability as a core brand differentiator

  • Broaden design identity beyond charms

  • Create a higher-end “fine jewelry” line to enhance prestige

Research

I conducted a survey using Microsoft Forms to gather insights on consumer perceptions of Pandora, including preferences, purchasing behavior, and awareness of sustainability. A total of 82 respondents, ranging in age from 18 to 51 and older, participated in the study.

Results

Pie chart depicting survey results of participants awareness of Pandora's use of recycled silver and gold in its jewelry production

28% of survey respondents were aware that Pandora uses recycled silver and gold in its jewlery production and 72% of survey respondents were unaware

Pie chart depicting survey results of participants feelings on the importance of sustainability when choosing where to buy jewelry

38% of survey respondents find sustainability very important when choosing where to buy jewlery and 37% of survey respondents find it somewhat important

 

Plan

Expand into Modern Jewelry

  • Introduce anklets, watches, and non

  • Attract younger consumers and move beyond charm bracelets

Influencer and Celebrity Campaigns

  • Launch “Styled by Tyla 2.0” on TikTok & Instagram

  • Use influencers + user-generated content to boost engagement

Promote Non-Charm Collections

  • Highlight rings, necklaces, and earrings as everyday jewelry

  • Reinforce Pandora as a full jewelry brand, not just charms

Campus Marketing Campaign

  • Host college pop-ups with try-on + personalization 

  • Partner with student influencers for authentic promotion

Sustainability Awareness

  • Promote lab-grown diamonds & recycled materials through social media

  • Partner with the World Wildlife Fund and use in-store QR codes

 

References

Danziger, Pamela N. “U.S. Jewelry Market Is Cooling as Luxury Consumers Pull Back on Planned Purchases.” Forbes, Forbes Magazine, 23 Mar. 2025, www.forbes.com/sites/pamdanziger/2025/03/23/us-jewelry-market-is-cooling-as-luxury-consumerspurchase-intent-declines/.

Fedow, Lenore. “Pandora Names Tyla as Its New Brand Ambassador.” Nationaljeweler.Com, 9 Apr. 2025, nationaljeweler.com/articles/13807-pandora-names-tyla-as-its-new-brand-ambassador.

Graff, Michelle. “In Q2 Results, Pandora Talks Tariffs, Q4 Plans.” Nationaljeweler.Com, 15 Aug. 2025, nationaljeweler.com/articles/14191-in-q2-results-pandora-talks-tariffs-q4-plans.

Insight, First. “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail.” First Insight, Jan. 2020, www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability.

Saeidian, Jonathan. “Jewelry Marketing Trends and Insights: 2024 to 2030.” Brenton Way, 12 July 2024, brentonway.com/jewelry-marketing-trends/

 

For Further Discussion

This serves as an overview of the project and does not include the complete work. To further discuss this project, please email Elisabeth McMahon.

Course Overview

In MSS 495: Capstone: Media Forecasting and Strategy, students analyze the various forces impacting media industries, professionals, and users, tracking current trends and forecasting future influences. Students study the issues facing media producers/users and strategize creative responses to the challenges of operating in an ever-changing media environment, applying critical thinking, research and creative problem-solving skills to real-world situations in their capstone project, a Media Consultant Report. Students also are expected to demonstrate professional oral and written communication skills in their final project and a weekly Media Trends blog.

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