In the international context, the current news in Pandora is that its strategic planning to expand into China. It already has units in China and at present wants to expand across by increasing the number of point of sales units. From an international perspective, there are many questions raised for Pandora such as whether they are affordable for the average Chinese consumer. Yet another question arises with the strategies followed by Pandora. Pandora in its internationalization tries to follow centrally defined concepts. Will this help Pandora realize profits? There are questions of fake market culture in Asia too. Reports suggest that imitation goods might be preferred by segments of consumers (Simoni et al., 2001; Luo, 2004). Hence, an understanding of how this would threaten the company in China and other Asiatic segments is also an interesting question. International competition however is not new to Pandora. It has indeed faced many of these challenges in its earlier international expansions. Nevertheless, some of these challenges might be increased with respect to affordability in the Asian segment. Given this context, this research aims to understand how affordability would have an impact on the sales rate of Pandora. The research work makes an assessment of how fake or imitation jewellery could result in sales decline for Pandora in its expansion.