National Jeweler Network

Style Trends

Pandora targeting women fans with MLB charms

October 15, 2013

Pandora now has silver and wooden charms representing each of the 30 teams in Major League Baseball.

Columbia, Md.--Recognizing the growing base of women sports fans today, Pandora is teaming with Major League Baseball to offer a collection of sterling silver and wood charms representing the MLB’s 30 teams.

The collection is available at select Pandora retailers this month and the charms are priced at $65.

“Men aren’t the only ones who watch sports these days; women are huge sports enthusiasts as well. There’s not a week that goes by that we don’t receive feedback from consumers requesting a more robust assortment of sports-related Pandora charms,” said Beth Moeri, senior vice president of merchandising at Pandora Americas.

Pandora said it will introduce additional MLB-themed offerings in 2014.

“Women comprise almost half of baseball’s fan base and we are continuously seeking creative and fashionable ways to appeal to such a significant audience,” said Howard Smith, senior vice president of MLB Properties.

Pandora isn’t the only jewelry company acknowledging the fact that today’s women are big sports fans. New York-based designer Alex Woo launched a Little MLB collection earlier this year, offering each team’s logo in silver and 14-karat white and yellow gold.