Danish charm and bracelet brand Endless Jewelry has announced it will be launching into six new countries throughout October and November and will make inroads into its fifth continent, opening with partners in South Africa.

In the two years since Endless Jewelry launched, the brand has entered into agreements with more than 3,500 retail partners in 25 markets in Europe, North America, Australia and Asia. By the end of 2015, the business – recently cited as worth upwards of €62 million (£46) – will offer its collections to shoppers in more than 30 markets globally.

Endless Jewelry chief executive Paul Moonga comments: “A solid capital foundation enables us to invest heavily in our supply chain, our products and collections as well as in our marketing with Jennifer Lopez as our brand ambassador and co-designer. At the same time, we are experiencing a great interest from new markets, and due to upgraded production facilities, we are now in a position where we can service existing markets – and welcome a range of partners in new key markets.”


The brand will officially launch Endless Jewelry in France, Russia, South Korea, Singapore, Malaysia and South Africa in October and November, adding more than 250 new retail partners and monobrand stores to the total number of Endless outlets ahead of Christmas 2015.

“This is a significant step for Endless, but I need to re-emphasise that this does not take away our focus on optimising our supply chain and logistics with the drive to secure a stronger position in our present markets,” Moonga adds. “The group of Endless owners consists of a number of private investors with the ambition and funds to secure the necessary investments in all areas of our business, and we look forward to a great holiday season – and to even further progress in 2016 and onwards.”