Is Pandora a luxury store?

I'm curious, could you clarify for me if Pandora is considered a luxury store? I've noticed some of their pieces can be quite pricey, but I'm not entirely sure if they fit the definition of a luxury brand. On the other hand, they do seem to have a wide range of price points, so I'm not entirely sure how to categorize them. Could you please shed some light on this for me?