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How Creative Direction at Pandora Is Evolving

Central to global jewellery brand Pandora’s growth strategy is a creative process that leverages customer behaviour and more sustainable innovation. BoF hears from creative directors Francesco Terzo and A. Filippo Ficarelli to understand their ambitions.
Woman wears Pandora jewellery in a campaign picture for its 2024 Essence collection.
Pandora harnesses direct links to its customers to transform ideas into tangible prototypes, beginning by identifying market trends, gathering customer feedback and evaluating local market needs. (Pandora)
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