By  on October 29, 2013

Pandora Group, the Danish company known for its charm bracelets, is hoping to broaden its consumer base with a new collection called Essence.

The line, which will hit Pandora stores on Monday, represents a second attempt for the midmarket, charm-centric jeweler at elevating its collection. In the past, the brand attempted to offer a higher-end 18-karat gold collection, but according to Scott Burger, president of Pandora North America, the jewelry brand “alienated its core customer.” In the U.S., that core consumer is a suburban woman in her 40s.

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