Windsor Jewelers is opening a new location in Augusta Mall this fall to expand its line of Pandora charms and bracelets.

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Rainier Ehrhardt/Staff

Windsor Jewelers General Manager Michael Zibman attributes the Pandora line's popularity to its versatility and broad appeal to women.

The outlet will be on the second floor of the Wrightsboro Road mall, near the food court, and should be open by early October, said Windsor Jewelers General Manager Michael Zibman.

"It is a huge draw and still growing strong," he said. "(Sales) indicate this is going to be a very busy store."

The jewelry, which Zibman dubbed a "new version of the charm bracelet," has been sold at the store's Washington Road location for about three years, but has become increasingly popular.

Bracelets start at $55 and charms start at about $25.

Pandora bracelets differ from traditional silver or gold charm bracelets because they incorporate beading and more colors.

Zibman said the Queen Bee charm is one of the most popular, as are seasonal charms and ones that represent life events.

He attributed the line's popularity to its broad appeal to women.

"The appeal ranges from teenagers to women in their 50s, 60s or 70s because you can make it look the way you want it to look," Zibman said.

Pandora is a private company based in Denmark that distributes the jewelry to stores around the world.

The Windsor store will have at least one direct competitor: Jared. Also located in the mall, the jewelry store also sells a full line of Pandora products.