Peter Normann Nielsen takes new role of chief operations officer.

Shamballa Jewels has hired Danish design exec Peter Normann Nielsen for the newly created position of chief operations officer.

The role has been created to support Shamballa Jewels’ global growth and the brand’s aim to position itself as a market leader for “everyday fine jewellery”.


Shamballa Jewels said that Normann Neilsen, who will start work with the jewellery brand on November 1, will be responsible for the operational side of the business including management, control and organisation of brand development, products and markets.

Normann Neilson said: “Shamballa Jewels has been the most outstanding jewellery brand to emerge in the last decade. I look forward to be a member of the team and in continuing the development and expanding the fantastic brand universe of Shamballa Jewels.”

The new chief operations officer has been working in the design industries for the past 16 years. He has held several management positions in sales, marketing and operations, most recently as vice-president of design and brands at Rosendahl Design Group, which creates homewares and watches. Previous to that role he was chief executive of glassware company Holmegaard. He also sits on the board of a number of other companies.

Shamballa Jewels chief executive Mikkel Kornerup said: “Peter is a well-known leader in the Danish design industry. His background in steering growth is well matched to develop and nurture Shamballa Jewels expansion and business strategy. We are delighted to have Peter on board to support our growth phase.”

Shamballa Jewels has stockists across Europe, the US and Australia and is currently in the process of trying to break into the Middle East. It also has plans to open a flasgship store in Copenhagen next month.