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Pandora’s recent decision to pivot away from sterling silver and toward platinum-plated jewellery (over their proprietary “Ever-shine” base alloy) is being framed as a smart response to the surge in silver prices. In reality, I think it is one of the worst strategic decisions I have seen from a mass-market luxury-adjacent consumer brand in years. This is not margin optimisation. This is Pandora fundamentally misunderstanding what business it is in, massively overestimating its brand power, and walking directly into a …