Pandora is seeking success in the world’s largest market for luxury brands with a new collection focusing on traditional Chinese symbols.
Named Peach Blossom, the collection is the first from the firm to be tailored to a specific market.
Speaking to Reuters, Kenneth Madsen, head of Pandora’s Asia-Pacific region, said how the move could be a test for customising future ranges.
According to a report from the news agency, success in China is crucial to Pandora as it tries to regain its footing after a decade of dramatic sales growth came to an abrupt halt last year.
However, while high street shopping in Britain and the US is declining, China saw spending on luxury goods surge 20 percent last year, driven by a growing middle class.
Despite this, Pandora did report a sales drop at established Chinese stores last year, and has pledged to take steps to improve its performance.
Madsen told Reuters the new collection was part of the revamp.
He said: “The Chinese love global brands, but they appreciate the local relevance and that a brand shows a commitment to China through specific designs. The challenge in China is that it’s all developing at an incredible speed. It’s hard for us to keep up.”