Charm brand to be rolled out across Beaverbrooks’ whole portfolio.

Multiple retailer Beaverbrooks has introduced charm bracelet concept brand Endless Jewelry to its portfolio of 65 stores across the UK.

Endless Jewelry’s chief executive officer and founder, Jesper Nielsen, commented: “We are extremely proud to enter a partnership with Beaverbrooks and I believe that this new partnership will be of great mutual benefit. Endless has gone through a massive growth in Europe over the past year, and our collection has been received extremely well in the US market too.


"Beaverbrooks offers everything we want to see in a retailer, exceptional quality and service, with a focus on customer experience and importantly available across the UK.”

Beaverbrooks chief executive officer Anna Blackburn, added: “We are excited to add Endless Jewelry to our brand family, and believe that the brand will be a big success with our customers. We expect the Jennifer Lopez collection to be a firm favourite and are pleased to be stocking the range across all our stores and on our website.

“Our customers are always looking for the latest trends when it comes to fashion jewellery and the impressive line of Endless Jewelry brings an entirely new concept to customers looking for a piece which is both luxury and affordable at the same time.”

The Endless Jewelry collection features a range of colourful leather wrap bracelets with interchangeable charms in sterling silver with 18ct yellow and rose gold-plating.

Earlier this year, the brand announced its partnership with Jennifer Lopez, resulting in a compact collection of nine bracelets in three colours, with 62 unique charms designed by the actress and singer.

Since its launch in December 2013, Endless Jewelry has secured more than 360 accounts across the UK, including 40 at International Jewellery London, and a further 230 retailers across the United States following its presentation at JCK Las Vegas.