Pandora CEO Lacik to Retire, CMO Taking Over

By Rob Bates | September 30, 2025

Alexander Lacik, the president and CEO of Pandora who is widely given credit for reviving the jewelry brand, is stepping down in March 2026 after seven years at the helm.

Berta de Pablos-Barbier, the company’s current chief marketing officer, will take over as president and CEO when Lacik departs. Pablos-Barbier, a Spanish national, came to Pandora last November, after serving as president and CEO of LVMH’s champagne brands Moët & Chandon, Dom Perignon, and Mercier. She has also been the chief growth officer of Mars Wrigley.

Pablos-Barbier will continue Pandora’s evolution into a “full jewelry brand,” said a company statement. She will be its first female chief executive.

“Even though we are the largest [company] in our industry, Pandora still holds significant untapped potential,” Pablos-Barbier said in the statement.

Lacik, 60, told WWD that he has no post-retirement plans.

“I’ve been in the fast lane for 35 years, and my family has been hanging in there,” he said. “Now comes the time for me to pay back. The first period is going to be spending more time with the family, taking care of myself, then we’ll see what happens. I’m not gunning for another operational role.”

Lacik joined Pandora in 2019, as its sixth CEO in nine years. On his first conference call, he said that all brand turnarounds start “with understanding where we went wrong with the consumer.”

“There was really one issue: fixing the brand relevance,” Lacik said on a 2021 episode on JCK’s podcast The Jewelry District. “This brand has lost touch with its core audience.… People felt that the brand had lost its clarity. They said, ‘I don’t really know what Pandora stands for anymore.’”

The veteran consumer products executive responded by investing in marketing and adjusting the brand positioning.

According to Pandora’s statement, since Lacik has been heading the company, its revenue has grown by 45% and its global workforce has expanded from 24,000 to 37,000.

Earlier this year, Danish newspaper Børsen reported that Lacik had won the 2024 “annual CEO survey by the Danish magazine Economic Weekly, which is based on assessments of the country’s top executives by stock analysts and portfolio managers.” The magazine headlined the survey results “Alexander Lacik—and All the Others.”

“Successful brands that live over time strike a human truth,” Lacik said on The Jewelry District. “There is a human truth that I want to express myself. There is a human truth that I want to celebrate my family, or big moments in my life, or maybe aspirations in my life. So as long as you do this in an authentic way, with a language and visual identity that’s relevant for that day and age, chances are you’ll [do well].”

Top: Alexander Lacik and Berta de Pablos-Barbier (photo courtesy of Pandora)