COPENHAGEN, Jan 8 Reuters Danish jewellery maker Pandora said on Monday that targeted marketing and campaigns with celebrities such as Pamela Anderson had helped it gain market share in the final months of last year despite a flat overall market.

The company, known for its bracelets and charms, said on Sunday organic sales grew by 12 yearonyear between October and December, lifting annual growth to 8 and exceeding the company39;s own fullyear forecast of 56 made in early November.

I39;m tempted to say that all of the organic growth is driven by Pandora, because if we look at the few pieces of data that are available, the general jewellery market was down around the world, Chief Financial Officer Anders Boyer said in an interview.

Shares in Pandora, which sells its jewellery in more than 100 countries, have risen 80 in the last year. On Monday, shares were trading up 2.6 at 0844 GMT, at their highest level since June 2016.

By sponsoring fashion shows, focusing on getting stories into fashion magazines, and working with celebrities and influencers, Pandora has managed to attract more people to its more than 2,500 stores worldwide, especially in the United States, its biggest market.

Pandora has for many years been the most wellknown jewellery brand in the world and that hasn39;t changed. But what has changed is that around a year back we started adding more and more focus on and investment behind driving brand desirability, said Boyer.

The affordable luxury brand…