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Endless Jewelry seeking lead role in UK market


Brand founder Jesper Nielsen says 800 stockists is "just warming up".

New jewellery brand Endless Jewelry is planning to make its presence felt in the UK market, having already established a strong customer base of more than 800 partners in Germany.

Its founder and chief executive Jesper Nielsen told Professional Jeweller that the brand is set to increase its presence in the UK this year, having launched in the UK at the end of 2013 and secured more than 110 stockists to date, including 17 in Ireland, with 12 agents working across the UK and Ireland. Nielsen hopes to establish the brand on awareness and demand levels akin to Thomas Sabo and Pandora.

The brand invited a number of UK retailers to the Inhorgenta jewellery trade show in Munich this weekend, where it made its trade show debut. It has also joined the Company of Master Jewellers buying group and will make its UK show debut at the CMJ trade event in March.

Endless’ collections feature a choice of coloured leather wristbands that can be embellished with a choice of more than 300 silver, gold vermeil and rose gold vermeil charms, set with semi-precious gemstones such as amethyst, garnet and citrine.

According to Nielsen, who formerly established Pandora’s presence in Germany before selling up and leaving the business to go it alone, Endless is targeting independents retailers of all types in the UK, and plans to run a series of marketing campaigns to grow consumer recognition of the brand to the levels of brands such as Thomas Sabo and Pandora.

To date, the brand has established itself in the German market and has also secured a presence in countries including Italy, Spain and the US, establishing 100 stockists in the States over 14 days. Nielsen says he anticipates Endless’ total global stockists to reach more than 1,000 in the weeks following the show.

Nielsen said: "Endless is not the most revolutionary of products but it is collectable. We are a company that likes to say yes, and we will do what we can to help UK retailer sell what they can.

"Our product is not complicated to make from a design point of view, but it has quality, beauty and a gifting element which makes it the total package."

Endless plans to launch new collections three or four times a year, with new charms and colours of leather. It will also launch its first TV commercial in Germany on March 1 covering several popular TV channels, which it says should dramatically increase consumer awareness.

Read more about Endless Jewelry in the April issue of Professional Jeweller.


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