Things are never quiet in the world of Endless Jewelry. On the weekend of June 13, the fast-moving jewelry brand opened its first ever mono-brand store in Tallinn, Estonia, and hosted a mega event for thousands of guests in the center of Hamburg – these major events were “a natural evolution of the brand,” says Endless founder Jesper Nielsen.
First ever Endless Jewelry mono-brand store
Endless Jewelry opened the doors to its first ever mono-brand store, also marking the brand’s entrance into Estonia, making Estonia the 23rd new market for the brand in less than two years.
Hundreds of curious customers, VIP guests and partners participated in the grand opening event, which was also attended by a range of national media. Event goers had the chance to ask one-on-one questions with Nielsen.
Nielsen commented: “We have been active in the markets for less than two years, and to open the first ever Endless Jewelry mono-brand store at such an early stage is a massive statement about our brand.
“The number of customers and the attention we received here in Estonia tells it all. We had not sold a single bracelet in this country before the grand opening and we still saw hundreds of customers and national media here. The positive vibes really have created a great atmosphere – the word about Endless travels fast.
“The store in Tallinn is owned and operated by a partner, who is our distributor and carries the Endless brand in all of Estonia. We are in the process of rolling out the concept to other new markets, where we also hope to feature the mono-brand stores. As such, this concept is part of the strategy to expand and build the brand worldwide.
“I am extremely excited about the development; however, besides one or two key locations in existing markets, we will not see a move toward mono-brand stores carrying Endless Jewelry in existing markets. We have built a network of more than 3,500 partners in more than 20 markets, and 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.
“This being said, (this) was a great day in Endless history and helped to establish Endless as a super brand within the jewelry business. The way we were welcomed in Estonia gave a tremendous boost and extra motivation to the whole organization.
“The store is in a premium location in the Ülemiste Center, which is the largest mall in Tallinn. Endless Jewelry will open mono-brand stores in Taiwan and in other selected key locations over the upcoming weeks and months.”
Color your Life – Mega Event in Hamburg
The same weekend, Endless hosted its first Mega Event in Hamburg, Germany, where several thousand locals took part in Color Your Life – an Endless sponsored event where attendees were treated to personal make overs, fashion styling and lifestyle advice.
Nielsen stated: “We had a great day in Hamburg, where together with one of our major German partners, Graf Cox, we hosted the first ever Endless Mega Event, giving thousands of customers the opportunity to enjoy each other’s company and our products.
“A vital part of our DNA for the Endless brand is helping our retail partners with sales, whether it’s marketing, PR campaigns, social media or special events. Creating one-on-one dialogue and a relationship with the customer is always our focus, and we invest heavily in sales activities with the retailers.
“The event in Hamburg will be the first of a series of Endless Mega Events, and over the upcoming months, we will be announcing the next cities where we will host additional events.”
At the Hamburg event, customers sipped on champagne while taking advantage of getting their makeup and hair done by local professionals. There was also fashion styling and advice on how to mix and match a colorful array of Endless jewelry with their outfits. About 500 customers received a personalized bracelet, and all of them entered a competition for a trip to Mallorca with three friends.
“Our personal style guides talked to the customers and demonstrated the ‘Any Occasion, Any Mood, Any Outfit’ concept. They handed out more than 500 bracelets to start up the collection. Every single one of these customers went directly to the store for more inspiration and to buy charms and bracelets in other colors. It was a great debut for our Mega Event concept, and many more events are to come,” Nielsen adds.
The Graf Cox store broke several sales records during the event.
Founded in 2013 with the philosophy of bringing a colorful line of affordable luxury to the jewelry market and letting every woman be her own designer, Endless Jewelry is now available in 18 countries worldwide. The line of bracelets and charms is both collectible and a fashion statement, bringing in a new dimension to collectible jewelry.