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Pandora and Amazon Collaborate to Dismantle International Counterfeit Jewellery Network

Pandora has partnered with Amazon to take action against a network involved in the sale of counterfeit jewellery, resulting in a criminal prosecution in China. 

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The collaboration followed a multi-year investigation by Pandora’s Intellectual Property and Brand Protection team, supported by Amazon’s Counterfeit Crimes Unit. Chinese law enforcement, acting on the information gathered, conducted a raid leading to the seizure of counterfeit Pandora items.

Investigation and Legal Proceedings, the inquiry was launched in 2020 after customs authorities intercepted shipments suspected of containing counterfeit goods. Pandora and Amazon linked the activity to two sellers based in China operating at scale across European markets.

The case was prosecuted in Shanghai, where in March 2025 the individuals were found guilty of selling counterfeit products. A combined sentence of five years in prison and financial penalties was issued.

Statements from Peter Ring, Pandora’s SVP General Counsel, said: “As the world’s largest jewellery brand, we hold ourselves to the highest standards of quality, craftsmanship, and attention to detail and are committed to protecting our brand from the threat of counterfeit products. This successful collaboration with Amazon shows how impactful joint efforts can be in stopping counterfeiting operations. By combining our global brand protection expertise with Amazon’s investigative capabilities, we supported local law enforcement in dismantling a sophisticated criminal network. This case marks an important step forward in our ongoing efforts to safeguard the integrity of our brand and the quality our customers expect and trust us to deliver.”

Kebharu Smith, Director of Amazon’s Counterfeit Crimes Unit, added: “By partnering closely with brands like Pandora and law enforcement agencies worldwide, we’re stopping counterfeiters and holding them accountable in courts around the globe. Counterfeiting is one of the oldest crimes in history, and we’re tackling it with our cutting-edge proactive tools and technology. Our collaboration with Pandora successfully dismantled a ring of bad actors, removing counterfeits from the broader supply chain. While we’ve made significant progress over the past five years, our mission remains clear—we won’t rest until we drive counterfeits to zero.”

Broader Brand Protection Measures In 2024, Pandora reported assisting in the removal of more than 500,000 online instances of counterfeit promotion, including webpages and social media accounts. This marked a 215% increase compared to the previous year, attributed to expanded use of AI detection tools. The company also supported the seizure of approximately 100,000 counterfeit jewellery items globally.

Industry Context The OECD estimates that counterfeit and pirated goods account for 2.3% of global trade. Within the European Union, the value of such imports is estimated to reach DKK 887 billion annually. These figures underscore the widespread nature of counterfeit trade and the ongoing need for enforcement.

Although Pandora does not distribute its jewellery via Amazon, the collaboration demonstrates a strategic approach to tackling counterfeit sales through partnerships with major online platforms and law enforcement. As online marketplaces continue to be exploited by counterfeit sellers, joint enforcement initiatives remain a relevant measure for brand protection.

 

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International News

Gold price drifts lower to near $3,330 ahead of US-Ukraine talks

Pandora posted 4% revenue growth to DKK 7.08 billion in Q2 2025, driven by strong US demand and a 36% surge in lab-grown diamond sales. The brand will close 100 underperforming China stores—double earlier estimates—while still targeting 400–500 new global openings by 2026.

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Gold prices edged lower to around $3,330 in early Asian trading on Monday, pressured by stronger-than-expected US economic data. The drop comes ahead of a key meeting later in the day between US President Donald Trump and Ukrainian President Volodymyr Zelenskiy, which traders are watching closely for geopolitical signals.

Last week’s US Producer Price Index (PPI) rose 3.3% year-on-year in July, well above market expectations of 2.5% and the previous 2.4%. The hotter-than-expected inflation reading reduced bets on a potential Federal Reserve rate cut in September, creating headwinds for the yellow metal.

Adding to the picture, US Retail Sales grew 0.5% month-on-month in July, matching forecasts but slightly below June’s upwardly revised 0.9%.

While strong economic data pressures gold, safe-haven demand linked to geopolitical tensions may limit further downside in the near term.

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International News

Pandora to Close Up to 100 Stores in China

Pandora posted 4% revenue growth to DKK 7.08 billion in Q2 2025, driven by strong US demand and a 36% surge in lab-grown diamond sales. The brand will close 100 underperforming China stores—double earlier estimates—while still targeting 400–500 new global openings by 2026.

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Pandora reported steady growth in the second quarter despite global challenges, while announcing plans to close about 100 underperforming stores in China to streamline its retail network. The closures are higher than the 50 previously expected, meaning net global openings will now total 25 to 50 this year, compared to the earlier forecast of 50 to 75. Still, Pandora aims to expand its footprint by 400–500 stores by 2026.

 Product mix contributed negatively driven by the strong performance in Collabs and Pandora Lab-Grown Diamonds, which both carry gross margins below group level,

For the quarter ending June 30, revenue rose 4% to DKK 7.08 billion ($1.11 billion), with organic growth of 8% and like-for-like sales up 3%, driven by strong US demand, especially during Mother’s Day. Profit inched up 0.5% to DKK 803 million ($125.9 million). Lab-grown diamond sales surged 36%, though their lower margins pressured profitability.

Pandora also flagged potential tariff impacts, estimating costs of DKK 200 million in 2025 and DKK 450 million in 2026, and may consider price increases to offset pressures.

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DiamondBuzz

De Beers, Endiama  report first new kimberlite field in over 30 years in Angola

De Beers Group, in partnership with Angola’s Endiama, has discovered a new kimberlite field—its first in over 30 years—during initial drilling in July 2025. The find marks a major milestone in their long-term collaboration to responsibly develop Angola’s diamond resources.

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De Beers Group, in partnership with Angola’s national diamond company Endiama, has reported the discovery of a new kimberlite field in Angola—the company’s first such find in over 30 years.The breakthrough occurred in July 2025, when the joint venture intersected kimberlite in its very first drill hole, targeting a cluster of high-priority sites identified through airborne surveys earlier in March 2025.

In the months ahead, De Beers and Endiama will carry out additional drilling, ground geophysical studies, and laboratory testing to confirm the nature of the kimberlite and evaluate its diamond-bearing potential.The find marks a significant milestone in the partnership between De Beers and Angola. It comes on the back of two Mineral Investment Contracts signed in April 2022 and a Memorandum of Understanding agreed at the 2024 Mining Indaba. These agreements have laid the foundation for a long-term collaboration focused on responsibly developing Angola’s diamond resources.

Al Cook, CEO of De Beers Group, said: “Angola is, in our view, one of the best places on the planet to look for diamonds, and this discovery reinforces our confidence. It is a powerful reminder of what can be achieved through partnership, and I commend President Lourenco and his government for all the work they have done to enhance transparency, adopt international best practices, and create a business friendly environment, all of which has enabled us to return to Angola and seek new sources of supply. We are excited about the role De Beers can play in helping the country deliver on its huge potential, both below and above the ground.”

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