Pandora Gifts for Mother's Day believes this is what's helped Pandora stay relevant and beat other jewelry brands. And to be sure, it has fair share of competitors — like Trollbeads, another Danish charm brand that launched around the same time; Chamilia, which is owned by Swarovski; and Nomination, an Italian brand that sells flat stainless steel charms — but none have achieved Pandora's kind of dominance.

Beth Moeri, PANDORA Jewelry Clearance Sale chief merchandising officer, considers the process of charm development both an art and a science: "On the art side, understanding future trends and colors, and on the science side, analyzing the historical selling of the past and existing collections." Moeri says Pandora keeps an eye on "trends from fashion runways to Main Street." It also relies on recommendations from trend forecasting agencies like WGSN (its new watermelon charms, for example, came from WGSN's counsel that the fruit is in fashion).

The plethora of PANDORA Love Charms Clearance Sale incentivize shoppers to return again and again. As Wu puts it, "You get really excited so you buy one, and then you buy two, and then you're pretty much addicted to filling up your entire bracelet."

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