Pandora Sale Online will unveil a branded online channel in the U.S., part of a strategy to increase online sales globally. It will offer another option to consumers who now can order Pandora jewelry online through 39 authorized retail partners such as Nordstrom, Jared and Bloomingdale's. The U.S. site will be the latest addition to online store sites in seven European countries.

Pandora Charms Online, which markets itself as high-quality jewelry at affordable prices, offers pieces that range in price from $30 for a sterling ring or individual charm to hundreds of dollars for a gold charm.

And the new marketing campaign aims to "make sure that consumers are aware that the Pandora Rings Australia brand is about more than charms and bracelets," Burger said. "It builds off the success that we've had, encouraging people to celebrate unforgettable moments. … It's a new way to really encourage someone to ask themselves who they're going to create today, and think how Pandora jewelry can partner with them in answering that question."

The company held off selling products through its own online sales channel in the U.S. until it could better gauge the potential impact on its store business. It found consumers who shop multiple channels of a brand spend more overall, Burger said.

"The U.S. is one of the most developed online markets in the world today, and to open our own eSTORE in the country is an important new step for us," Anders Colding Friis, CEO of Pandora Bracelet Australia, said in the company's announcement Monday.