Danish brand Endless Jewelry has announced it has improved its production chain, upgrading and doubling its manufacturing capacity to meet global demand for its charm-concept jewellery.

The brand launched 21 months ago and has since gone global, entering 21 markets including the US, Australia and most of Europe.

Now, following high volumes of orders and demands for its mainline and Jennifer Lopez collection, Endless Jewelry has up-scaled its production facilities to improve on delivery times for retail partners.


Endless Jewelry founder and CEO Jesper Nielsen comments: “We have continuously up-scaled our production facilities and are now doubling the capacity for production of charms by entering a partnership with a new bracelet manufacturing partner. We want to secure the volume but at the same time we do not want to compromise on the quality, so it’s an ongoing process which has our full attention.”

Endless Jewelry is reaching new retail levels with upcoming entries into Asia, South America and a number of new locations in Europe. Nielsen adds: “We are planning on opening up with partners in a handful of new markets over the coming months but we’re actually limiting our growth right now.

“We have retailers and distributors calling from all over wanting to open new markets, but we have to focus our resources in order to meet the demand from our existing markets.”

The upcoming JCK Las Vegas jewellery trade show will also pave the way for brand new product launches from Endless Jewelry, including a new product category, new colourways and a new range under the Jennifer Lopez collection.

Nielsen says: “By adding a range of new products we’re expecting an even higher demand for Endless Jewelry, but we’re prepared. Compared to what I have experienced before in the jewellery business and considering the fact that we are still in the very early stages of building a truly global brand, Endless Jewelry is doing extremely well. The continuous upgrades and improvement to our set-up, I expect us to be able to improve even further, will benefit retailers in both existing and coming markets.”

Endless Jewelry has already announced the entry into Taiwan with standalone stores this summer.

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Editor, Professional Jeweller