Endless Jewelry is a young, strong company with a passion for fun, for energy for growth and – with Jennifer Lopez as ambassador and co-designer – a flair for elegance.
“We want to be known for our new, colorful take on fashion jewelry,” says company founder Jesper Nielsen. “When we say ‘Color your life,’ it’s obviously about our colorful leather bracelets and necklaces with charms in unique designs, but it’s also about being who you are, adding that little extra that shows you dare – no matter the occasion, your outfit or mood.”
The global company is quickly building momentum in the United States, partnering with more than 1,000 retail stores across the country and in Canada. The company was founded in 2013 in Copenhagen, Denmark, where Jesper, who was a major part of building Pandora CWE, and his family came up with the idea and concept. Today, just two years later, Endless Jewelry is available in 25 countries on four continents, headed by CEO Paul Moonga.
“We are a very young brand, built on the idea of adding a new touch to the collectible jewelry bracelet,” Jesper says. “Endless Jewelry is so much more than a bracelet and colorful fashion brand. Endless is a fashion statement looking forward combined with the traditional fine jewelry in elegant gold, rose gold and silver designs.” Bracelets are available in single, double and triple strands, and customers have the choice of a range of classic and fashionable colors and more than 600 charm designs. Prices for a bracelet start at $39, and for the rest of 2015 customers will receive a free charm valued at up to $30.
Progress is swift at Endless Jewelry, which just this past June opened its first mono-brand store, in Estonia. As Jesper said then, opening the store at such an early stage is a “massive statement about our brand.” More mono-brand stores are planned for new markets – three were just opened in Taiwan, and others are coming soon to Russia, France and South Africa – but for existing markets, Jesper said, “The key to our future growth is and will continue to be to have an even closer relationship with individual retailers and to support our existing partners’ sales.”
New For Fall & 2016
The company is eager to expand its product line as well, with new lines continuing to hit the market this fall. Endless Jewelry has extended its collection of colorful leather bracelets to include new leather designs, a necklace collection and a new Silver Bracelet by Jennifer Lopez that’s light, sleek and elegant.
“We have presented the new lines and collections in Europe and at the big JCK trade fair in Las Vegas, and the reception has been extremely positive,” Jesper says. “We expect all products to reach the markets in September or very early October at the latest.”
Endless Jewelry’s association with the glamorous, internationally known actress/singer/fashion icon has been a beautiful fit. “Jennifer Lopez was looking for a partner to develop her jewelry line, and we were looking for someone who could represent our DNA of being fun, festive, colorful and elegant,” Jesper says. “She was actually our first choice, and we feel so lucky that she loved what we presented to her. Today she’s very much involved in the design and development of the Jennifer Lopez Collection, and she – with her team – is such a pleasure to work with.”
Endless just launched its Autumn/Winter Collection for 2015, which includes a new collection of colorful leather necklaces, new styles of elegant three-string leather bracelets and the Silver Bracelet by Jennifer Lopez. “It is a natural development of our brand to include new styles of jewelry within our DNA of bringing fine jewelry into the world of fashion, and I expect us to launch new collections and styles in 2016,” Jesper says. “It could very well be a ring collection, which would fit perfectly with our present designs. Also we’re looking forward to presenting the new designs by Jennifer Lopez, which adds an extra dimension to the brand.
“I just want to remind everybody, including ourselves, to have fun with what they wear, whether it’s jewelry, a new dress or your favorite jeans,” Jesper adds. “Once in a while everything seems a bit heavy and with too many statements looking back. Look forward, be here now, have fun and put a little color on it. It’s what we try to do every day.”