With the Charm Bracelet Resurgence and Tyla as Its Face, Pandora Jewelry Is Having Another Moment

From bag charms to charm jewelry, shoppers are craving personalized accessories.

By Erin Lassner

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Erin Lassner

E-Commerce Writer

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May 15, 2025 6:22pm

Pandora White Daisy Flower Spacer Charm

Tyla for Pandora

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Founded in Copenhagen, Denmark in 1982, Pandora has truly become synonymous with charm bracelets. And while there’s no denying its enduring global popularity (using sales as the metric, it follows Cartier and Tiffany & Co. as the third-largest jewelry company in the world), the 2010s’ affinity for daintier pieces brought other brands to the forefront of the accessory scene. But now, as chunkier styles and silver has regained momentum, Pandora is back on top.

Moreover, in April of this year, the Danish brand announced Grammy Award-winning artist Tyla as its newest ambassador, sharing exclusive behind-the-scenes imagery from the “Water” singer’s inaugural shoot with The Hollywood Reporter. As emphasized in Tyla’s campaign last month, Pandora stands out for its wide range of customization options, making it an ideal gift for oneself or a loved one. Focusing on the brand’s trending charm bracelets, the first step is picking out the bracelet itself. A few favorites include:

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Pandora Moments Heart Clasp Snake Chain Bracelet

$75-$125 at amazon

Sold with a sterling silver heart ($75), rose gold heart ($125) or yellow gold heart, as pictured above ($125).

Pandora Me Link Chain Bracelet

$75-$200 at amazon

Also available in a 14k rose gold-plated variety ($200).

Pandora Moments Snake Chain Bracelet

$75-$200 at amazon

Sold in sterling silver ($75), rose gold-plated metal ($200) or yellow gold-plated metal, as pictured above ($200).

Pandora Moments Barrel Clasp Snake Chain Bracelet

$75-2,099.99 at amazon

Also available in solid 14k yellow gold ($2,099.99).

Pandora Moments Snake Chain Slider Bracelet

$75 at amazon

As for charms, see below for 10 standouts. Before purchasing, ensure the chosen charms are compatible with the selected bracelet. Since the base bracelets look good whether they have no charms, one charm or loads of charms, they can grow with the wearer and continuously commemorate special moments and life milestones: birthdays, graduations, growing families and so on.

Pandora Protective Hamsa Hand Dangle Charm

$38 at amazon

Pandora Beaded Open Heart Charm

$30 $35 14% off

Buy at amazon

Also available in rose gold ($45).

Pandora White Daisy Flower Spacer Charm

$30 $38 21% off

Buy at amazon

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With the Charm Bracelet Resurgence and Tyla as Its Face, Pandora Jewelry Is Having Another Moment

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