By Brecken Branstrator
New York--Pandora announced that it will launch an e-commerce platform in the United States Tuesday, offering the full range of the brand’s beads and jewelry direct to consumers in the market.

The e-store includes all Pandora products, including its Disney collection, which is sold in Pandora concept stores only as of right now, and will be operated by e-commerce solution provider PFSWeb to provide technology consulting, customer service, and order fulfillment. 

Unlike other brands such as Forevermark and Hearts On Fire, which have incorporated their physical retailers into their online sales operations, Pandora’s site will be strictly an e-commerce platform. Consumers will buy jewelry on the site and it will be shipped directly to them. 

The launch comes as part of the company’s efforts to offer its jewelry online on a global basis, it said. Pandora also has e-stores in Austria, France, Germany, Italy, the Netherlands, Poland, the United Kingdom and, now, in all 50 U.S. states and Puerto Rico.

“The U.S. is one of the most developed online markets in the world today, and to open our own e-store in the country is an important new step for us,” said Pandora CEO Anders Colding Friis. “We are encouraged by what we have seen from our online offering in Europe and hope we can continue the positive trend in the U.S.”

In other company news, Pandora also is launching “The Art of You” marketing campaign around Mother’s Day that is “designed to inspire women to embrace the self-creator within,” or help them choose jewelry that complements their style.

It will be seen across various marketing channels in the U.S. and Canada, including TV, print and digital advertising, public relations, social media and in-store activations. 

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