In a glittering ceremony, World-famous Danish jewelry brands, Pandora and Bering, added another milestone to its sprawling overseas business by opening two new stores in bustling Phnom Penh, which is now a magnet for international brands.

Sandara Industry Development Co Ltd, which acquired the distribution franchise for Pandora and Bering in August this year, plans to bring more affordable luxury options to the growing middle class Cambodian consumers.

Sandara, the newly formed joint venture between Negocia Ventures and Canadia Group, aims to become a key player in the retail and distribution of jewelry in the Kingdom by maintaining international standards.

Sandara brand manager John Lim said:"The retail market in Cambodia is highly competitive, yet still offers some opportunity for brands to find their niche segment. Cambodians are famous for shopping during their travels, especially in Asian region."