Pandora has collaborated with Amazon to dismantle a criminal network responsible for selling counterfeit Pandora jewellery across several European countries.
Starting in 2020, the investigation led by Pandora’s intellectual property and brand protection team followed a series of customs seizures. Working alongside Amazon’s Counterfeit Crimes Unit, Pandora collected evidence linking the counterfeit operations to two sellers managing a large-scale operation from China.
A raid by Chinese law enforcement resulted in the confiscation of thousands of counterfeit Pandora jewellery items. The case was brought before a Shanghai court. In March 2025, the operators were convicted of selling counterfeit goods, receiving five-year prison sentences and fines.
Peter Ring, SVP general counsel for Pandora, said: “As the world’s largest jewellery brand, we uphold the highest standards of quality, craftsmanship, and attention to detail, and are dedicated to safeguarding our brand from the threat of counterfeit products.
“This successful collaboration with Amazon demonstrates the profound impact joint efforts can have in halting counterfeiting operations.
“By combining our global brand protection expertise with Amazon’s investigative capabilities, we supported local law enforcement in dismantling a sophisticated criminal network.
“This case marks an important step forward in our ongoing efforts to protect the integrity of our brand and the quality our customers expect and trust us to deliver.”
With the aid of AI-powered detection tools, Pandora assisted in the removal of half a million webpages, social media accounts, and other online content advertising fake products. The company also supported the seizure of approximately 100,000 counterfeit products globally.
Kebharu Smith, director of Amazon’s Counterfeit Crimes Unit, added: “By closely partnering with brands like Pandora and law enforcement agencies worldwide, we are stopping counterfeiters and holding them accountable in courts globally.
“Counterfeiting is one of history’s oldest crimes, and we are tackling it with our cutting-edge proactive tools and technology. Our collaboration with Pandora successfully dismantled a ring of bad actors, removing counterfeits from the broader supply chain.
“While we’ve made significant progress over the past five years, our mission remains clear—we won’t rest until we drive counterfeits to zero.”
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