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Endless Jewelry reports $30m sales in dazzling first year

The new leather bracelet and charms brand Endless Jewelry has had a storming first year of trading, according to its CEO and founder, Jesper Nielsen.

Nielsen told Jewellery Focus the company turned over $30 million in its first full year of trading, and has big plans for expansion in the year ahead. Endless already has 350 doors in the UK but the strategy is to double this figure over the next 12 months.

With over 1,000 doors in the US already, and having recently signed Jennifer Lopez as brand ambassador and designer of her own Endless range, the firm is set to grow at an astonishing speed. Nielsen added that immediately after the Spring Fair, he was set to travel a ‘roadshow’ taking Endless to dozens of Australian jewellers in the hope of securing a foothold there, too.

Nielsen also told Jewellery Focus that at one point, demand from retailers outstripped supply. He explained that the production facilities briefly could not make the jewellery fast enough, but added: “We simply could not have predicted that demand would be this high – we now know we need to place even bigger orders with our suppliers and that is what we are doing.”

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Currently Endless is currently investing aggressively in consumer advertising including major women’s and lifestyle magazines, to maximise sell-through with early-adopting retailers.

See video revue of Endless Jewelry’s presence at Jewellery & Watch Birmingham:

https://www.youtube.com/watch?v=fjvaIjNPxlM&feature=youtu.be

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