// Recent TikTok trend has stimulated a 200% sales jump for one of its charms
// The charm has been adopted by fans of Korean pop group BTS
Pandora has seen sales of one of its charms rocket by over 200% in the UK due to a viral TikTok trend with fans of K-pop group BTS.
Sales of its Metallic Purple Heart Charm have been fuelled by reports BTS’ possible reunion in 2025, with the charm becoming an unofficial symbol of the band.
A Pandora spokesperson said: “In the last month, we have noticed a rise in product sales which aligns with this rising TikTok trend, and with press reporting the proposed reunion date.”
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TikTok has quickly become a key tool for retailers in the consumer retail journey with users 1.4% more likely to buy a product on the platform versus other platforms, according to a TikTok report.
In March, beauty brand Mac launched its new mascara, MacStack, which went viral on the video-based sharing platform.
The brand’s hashtags reached 300 million views and the product became a top seller in the UK the same month.
The recent uptick in Pandora’s charm sales follows the jewellery retailer posting third-quarter sales above expectations earlier this month.
Pandora expects organic growth between 4% and 6% for its full year.
In its last financial year, the jewellery giant posted strong profit growth on the back of record sales in 2021.
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