MUNICH, Germany, February 15, 2014 – Combining charms and beads on leather bracelets in creative ways will be key to the success of Endless Jewelry being launched to the international market at the INHORGENTA MUNICH trade fair, said CEO Jesper Nielsen.
Combining the highest grade leather bracelets and superb quality charms, the name “Endless” can be interpreted in many ways, such as Endless Passion and Endless Love.
“It’s a create-and-combine collecting system – it has to be good quality and affordable,” Nielsen said in an interview at Endless’s stand at INHORGENTA , one of the busiest booths at the February 14-17 fair.
“The future of the big jewellery brands will be in affordable luxury. We make jewellery at a price level where someone should wear it every day.”
Nielsen launched Endless Jewelry last July and has already built up about 800 points of sale in Germany, where he had previously driven Pandora’s strong growth.
Endless is set for a sharp growth trajectory across Europe and in the United States as part of a volume-based business model largely driven by self-purchase by women.
“We want to be a big player in the market,” Nielsen said.
He said that leather was becoming increasingly fashionable in jewellery designs.
Mixing leather with beautiful stones deepens the connection between the person wearing the jewellery and Nature, Nielsen said.