Brand led by former Pandora distributor aims to build on 800 doors.

Danish jewellery brand Endless Jewelry will make its European trade show debut this week at Inhorgenta Munich, with plans to build on the 800 doors it has already established in Germany by reaching a wider European audience.

The brand was founded by Jesper Nielsen, credited with building Pandora’s presence in Germany. It officially launched in February 2013 and will take over the stand space previously held by Pandora at the trade show.


The brand features a choice of 12 coloured leather bracelets and is based around collectible charms, with 400 styles in silver and gold vermeil. Having reported strong gowth since its launch in Germany in 2013, Nielsen said he is now planning to replicate its success across Europe, having entered the UK market in late 2013.

He said: “In Germany it has been explosive. Retail businesses there have been waiting for the next big brand and it will be Endless. We have won 800 partners since we introduced Endless in February 2013 and all the big chains in Germany are now fully dedicated Endless partners, including Europe’s biggest jewellery multiple, Christ Jewellery and Watches.”

The brand has also invested in Eurpean marketing campaigns and has manufacturing and distribution channels in place to help facilitate its growth in the branded jewellery arena. Nilesen will also throw a launch party for Endless in Munich on February 15 to toast the brand’s first trade show appearance.

Nielsen added: “I’m not claiming to bring a revolutionary new product into our industry but I do believe that strong distribution combined with strong marketing creates a perfect tool box to create a big brand, along with good retailer partnerships of course. And we are building Endless to be ‘the friendly jewellery brand’ working with our retail partners to give the best service and to have great fun along the way."