Event sponsorship is latest spend in high-profile consumer campaign.
Pandora has sponsored the Glamour Awards as part of its recent high-profile consumer awareness drive.
The jewellery brand has become the headline sponsor for the event, which will take place in June. The brand will also be sponsoring an individual award, but the category is yet to be confirmed.
Separately, Pandora is moving its London head office from the city’s Farringdon to a more central location on George Street, near Selfridges department store. The move to larger premises has been necessary to accommodate Pandora’s growing number of staff. Pandora expects to be in its new offices on April 1.
The brand is exhibiting at The Jewellery Show this week, where it has sponsored the Catwalk Cafe for the second consecutive year.
At the trade show, the brand showed a selection of new products that included a range of silver and chalcedony jewellery created for Mother’s Day, a line of onyx rings and friendship-style bracelets that hold a single charm.