“We translate the idea of big business into an amplification of work with our communities. The more cultural relevancy we can express, the more we believe that people will be engaged with us or come into contact with us or discover us,” Terzo said.
“We want to visit different parts of our community and be inspired. We are going to Latin America, which is very interesting. Mexico City is becoming an exciting space for us and they have new growth and a strong cultural point-of-view. We are planning to embrace art and music and culture there. We want to go experience it in person [to develop a deeper understanding],” Ficarelli said.
In an effort to ensure that its offering does not feel too mass market or boring, the designers are focusing on personalization as a means to capture consumers from different communities in countries across the globe. Pandora is in the process of installing engraving machines in each of its key stores across the world.