Pandora, a 30 year old Danish international fine jewelry company, has announced the opening of its new Pandora Concept Store in New York City’s SoHo shopping district.

The new Pandora Concept Store officially opened on Friday, November 25 and is located at 412 West Broadway between Prince Street and Spring Street. The 750-square-foot SoHo location carries the entire affordable luxury jewelry collection, including the newest Autumn/Winter assortment. Known for its signature charm bracelets, Pandora’s hand-finished jewelry in sterling silver and both 14K and 18K gold captures the unforgettable moments of life with romantic and feminine pieces that inspire women to embrace their individuality and celebrate their personal style. The Pandora jewelry collections include watches, necklaces, earrings, pendants and stack-able rings, and hundreds of hand-finished charms made from the finest 14K gold, sterling silver and gemstones. The Pandora range of jewelry is sold in over 65 countries on six continents through 10,000 locations with an annual company turnover of $1.2 Billion.

The Pandora Concept Store is owned by Camile Hannoush, one of eight brothers who together own and operate 23 Pandora stores. “Our years of experience with Pandora have led us to believe that a store in SoHo would be a perfect fit for attracting visitors to the city as well as local residents,” said Hannoush, owner of Pandora SoHo.

Anthony Asinas, Director, Retail Franchise, Pandora North America added, “We are thrilled to be able to add a Pandora location to New York City’s largest shopping destination. With shoppers traveling from all over the world this is a prime location for women to make their shopping experience unforgettable.”

Opening just in time for the holidays, the new Pandora Concept Store makes one of the most popular and requested jewelry brands on the market even more accessible to New York City shoppers.

Pandora SoHo hours are Monday through Thursday 10 a.m. – 8 p.m.; Friday and Saturday 10 a.m. – 9 p.m.; and Sunday 10 a.m. – 7 p.m.

The Pandora Concept Store neighbors include Emporio Armani, Diesel, D&G, Max Azria and Stuart Moore among many other iconic fashion brands.