Endless Jewelry expands dramatically in Europe – and now in U.S. too
June, 2014 – Headed up by Jesper Nielsen, who very successfully built up the Pandora business in Germany, Endless Jewelry is a brand that is initially based around collectible charms on leather bracelets. Endless had a huge impact at its first appearance at the INHORGENTA Munich trade fair in Germany earlier this year. Jesper tells Jewellery Outlook about how the brand has progressed since then.
Q. Endless had a very high profile at INHORGENTA Munich in February. How has business been for the brand since that show?
JN: Less than a year after launching, Endless Jewelry has opened stores in 15 countries in both Europe and North America. INHORGENTA Munich has definitely helped us in establishing the brand in Europe.
In Germany alone, you can find our products in more than 1.000 stores and dozens are added weekly.
We are expanding dramatically in Europe and have started up in the United States, where we in 14 weeks have signed up 350 new Endless partners.
Q. What are Endless’s plans for new jewellery ranges in the near future?
JN: We are constantly updating our range of charms and bracelets to keep up and stay ahead of trends and demand.
We are at present on the verge of announcing a brand new line together with a major U.S. celebrity who matches our values and the feel of Endless.
A lot more will come out soon, but needless to say, we are very excited to present the new line to the market.
Q. What are the priority geographical markets for Endless?
JN: Our top priorities while establishing ourselves as a new brand, are Europe and North America.
However, in the longer term we see no limits — geographically or otherwise.
Q. Are you planning to exhibit at any international trade fairs in the next few months?
JN: We just got back from JCK in Las Vegas and you will be able to meet us at several international fairs in the coming months.
So far in Europe we have booked CMJ in the UK in August, IJL in the UK in September, and in the Netherlands, Spain, Portugal, and Italy for the fall 2014.
Q. What feedback have you had to your TV campaign?
JN: It has been a great start for us, and we have received extremely positive feedback from all sides, both in regard to the brand and product, but also when it comes to our media activities.
It is extremely important for us to be present and close to the market and the buyers, and the TV campaign is one of many focus areas.