Denmark-based PANDORA Jewelry, one of the largest jewelers in the world, created a bit of a splash last year when it moved its American headquarters from an office park in Columbia to a skyscraper in Baltimore’s Inner Harbor, complete with the company logo on the top.
But this was more than just an attention-grabbing move, according to Scott Burger, president of PANDORA’s American operation.
“To have a successful company, obtaining the best employees possible and retaining them is a key factor,” he said. “We moved our Americas headquarters to downtown Baltimore so that we could tap into a stronger base of employees and renovated the new space to appeal to a creative and ‘hip’ workforce with a café, gym, open space for productive group meetings, and of course, to showcase the beautiful views of Baltimore’s Inner Harbor.”
The move to Baltimore was only part of that strategy. When Burger took over the job four years ago, one of the first things he did was develop an ambitious five-year plan to double business. He established a 10-year partnership with Disney, expanding the company’s charm offerings, and created a team of “trend-spotters,” employees who check markets to unearth the latest trends in jewelry.
“It is extremely important to stay in touch with the latest trends to stay competitive,” explained Burger, who holds an MBA from Loyola University Maryland and has been with PANDORA since 2007.
Is it working? From 2014-2015, revenue in PANDORA’s American division grew 15.9 percent.