Danish charm jewellery brand Endless Jewelry has reported on a positive 2015, launching in its fifth continents and in six new countries, bringing its total international presence to 21 nations.

The brand, launched by entrepreneur Jesper Nielsen in 2013, has grown rapidly in 2015 with key staff hires, including a new a new CEO in Paul Moonga, a new CMO in Mikkel Berg and most recently Ulrik Rasch a global supply chain director.

The brand successfully entered into a distribution partnership with Welsh jewellery brand Clogau to improve efficiencies in the UK, and has launched several new products in the UK market including new bracelet styles and colourways.


In the UK market, Endless Jewelry has hosted more than 20 store events with independent jewellery retailers, including Beaverbrooks, Identity the Jewellers, Salloways and Dipples. The brand also showcased new collections at Jewellery & Watch Birmingham, IJL and the CMJ Trade Events, opening more than 30 new accounts across the UK.

Speaking of the brand’s success, PR and communications director Steen Laursen comments: “Launching on our fifth continent and supplying 217 new retailers in France on the same day was memorable. In regards to products, the silver bracelet by Jennifer Lopez and the three string bracelet collections were received extremely well in all markets.”

Statistics rounding up the year’s top sellers in selected markets outline that Endless’ bestselling bracelet colour was its black leather bracelet, followed by red and crème metallic. Its SS15 mint colourway is the fourth bestselling leather bracelet colour this year.

During the AW15 season, almost 40% of Endless bracelets sold were from its mainline leather bracelet collection, while 30% of units were from the silver bracelet collection. A quarter of all units sold by Endless Jewelry are from the Jennifer Lopez range.

In terms of charms designs, the brand reports its most popular design to be the Leopard Head from the Jennifer Lopez collection, with the Open Heart Silver and Frost Heart Silver charms in the top 10 bestsellers. The brand’s Eternity Silver charm is the second bestseller in 2015.

Laursen adds: “The Silver Bracelet by Jennifer Lopez was our first non-leather piece and the designs by J Lo caught a lot of positive attention. With regards to charms, hearts and angels will never go out of fashion, but we do see a lot of demand for the bolder and edgier charms, such as those from the Jennifer Lopez Collection.”

Endless Jewelry will launch its SS16 collection at Jewellery & Watch Birmingham where it will reveal new colours, new bracelet designs and a brand new look.

Laursen concludes: “Endless Jewelry is all about sharing positivity, being yourself, complimenting and making that small difference. We will see this even clearer in our products and our visual DNA in 2016.”