Pandora warns us that the customs tariff will raise increases in the prices of overwhelming jewelry

Danish jewelry brand Pandora He warned against large price increases throughout the jewelry industry at reasonable prices if the proposed tariff for US President Donald Trump entered into the wake of the White House for 90 days on the fees announced in April.

CNBC CEO, CNC CEO, said that the current fees are 10 % on most American imports were “controlled”, but he indicated that if the customs tariff belong to “mutual” prices that were previously announced, the game will be changed to jewelry manufacturers.

“Most of the jewelry in the price sector where we work, all of them import from somewhere in Asia. So you can have an argument if these definitions remain, it will be more expensive for everyone who plays.”

“Therefore, we must expect the consumer to see some changes,” he added.

Pandora, known for famous magic bracelets and silver jewelry, depends heavily on manufacturing in Asia, most notably Thailand but also Vietnam, India and China.

These countries were exposed to President Trump on April 2 The tariff announcement “Liberation Day” With mutual tariffs range from 26 % to 46 %. He pushed this to the company the next day to warn a Significant strokes The group’s revenues, which are estimated at about 1.2 billion Danish Kroner ($ 182 million) per year.

President Trump later announced a 90 days stopped And a 10 % less tariff rate for most countries except China, although it is currently unclear what countries will face as soon as the stopping period ends in early July.

When asked about the level of high prices that consumers can expect if the customs tariff remains in place, Lasik said that Pandora designed a number of scenarios but the final number is likely to be led by industry.

“We all can speculate: Will it be 34 ( %) or 40 ( %),” he said. “We have done a number of different scenarios. But we do not work in isolation from others, so we need to see what the rest of the industry does a little.”

If the tariffs remain by 10 %, Lasik said it is unlikely that the company needs to raise prices. However, if it rises to about 30 %, for example, the world changes.

“There are different ways to think about this, so let’s see where it is landing,” he said.

A simple, simple silver Pandora bracelet is currently being sold for about $ 75, while diamond rings are available at the company’s laboratory from $ 200.

On Wednesday, Pandora maintained its guidelines for 2025 from 7 % to 8 % of organic growth with reference to “high total uncertainty”. However, the operational profit margin guidelines have reduced by 50 basis points to about 24 %, which Lasik attributed to weakness in the US dollar.

The revised guidance excludes the effect of possible definitions that exceed the temporary suspension for 90 days. However, the company said it will provide an update to the potential impact because the situation becomes more clear.

“What we did not change for is the expected changes because of everything that happens with the definitions because, as we stand here today, I do not know,” Lasik said.

Pandora shares were trading by 1.45 % by 11:53 am London time.