Pandora’s Brazil Chief Seeks Mass Appeal With Jewelry for Al

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strategy is based on an open-door policy, providing a welcoming environment to all potential customers and not just those who look like they will spend a lot of money on the company’s popular charms and bracelets. Think Julia Roberts’s shopping spree in 1990’s “Pretty Woman.” While this might seem antiquated in the U.S., welcoming all levels of society is part of breaking down barriers in Brazil.

“We’re working to demystify luxury in Brazil,” she said. “In the past, jewelry stores would receive customers behind closed doors. Now our doors are wide open and we offer discounts.”
Pandora’s Brazil Chief Seeks Mass Appeal With Jewelry for All

strategy is based on an open-door policy, providing a welcoming environment to all potential customers and not just those who look like they will spend a lot of money on the company’s popular charms and bracelets. Think Julia Roberts’s shopping spree in 1990’s “Pretty Woman.” While this might seem antiquated in the U.S., welcoming all levels of society is part of breaking down barriers in Brazil.

“We’re working to demystify luxury in Brazil,” she said. “In the past, jewelry stores would receive customers behind closed doors. Now our doors are wide open and we offer discounts.”

, which first came to Brazil when the economy was booming in 2009, saw growth in the country disappear last year from an average 40 percent annual increase in same-store sales. The slump comes at a time when the U.S. is seeing growth weaken. The U.S. made up $766 million of $1.02 billion in Americas revenue last year, with Brazil contributing a significant portion of the rest.
Living Proof

Revenue from the Americas of 1.7 billion krone ($270 million) in the second quarter was down 1 percent in local currency from a year earlier, according to a company filing. The U.S. saw revenue drop by 2 percent in dollars.

Still, Maia speaks optimistically about future in Brazil, hinting at upcoming partnerships. And she says she’s living proof that hiring executives that don’t fit the usual template is smart strategy.

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