'There's no silver bullet': Pandora's Charisse Hughes on charting a growth-driven plan

Despite sharing a name with a popular music streaming platform, Pandora -- the jewelry company -- never had a problem with name recognition.

Charisse Hughes, the company's CMO for the Americas, put the company's name recognition at 90%. "People know Pandora," Hughes said on the Glossy Podcast.

However, that hasn't meant that people are buying from the brand. The company lost more than a quarter of its market value in 2017, followed by another 61% in 2018.

Hughes attributed the decline to a lack of innovation in the brand's aesthetic and not using consumer data to react to shoppers' wishes. But the company has made changes, bringing on a new CEO last year, striking partnerships with the likes of Millie Bobby Brown to appeal to younger consumers and overhauling its stores with engraving stations and a popular items section.

"There's no silver bullet to get us back to where we need to be," Hughes said.

Hughes talked about the company's iconic charm bracelet (which is turning 20 this year), Pandora's take on experiential retail and partnering with Disney.