Endless Jewelry’s new investors are a magic bullet…if it were needed

They always say ‘growing too fast’ can be the ruin of a business, and the former Pandora-man, Danish Jesper Nielsen, has obviously heard this too, as it has been announced that Endless Jewelry has raised significant investment capital by selling 23% of the business to some external investors.

Realistically, it is hard to build the mega-brand that Nielsen is so intent upon by organic methods. He is adding stockists in the hundreds and has been trading with the new brand for less than a year: gearing up for the necessary production capacity is a costly affair, and one which must be managed with care to avoid either being short on stock for the new accounts, or short on cash to fund the factory operation.

One of the investors is co-founder and CEO of Saxo Bank, Lars Seier Christensen, said of the announcement: 

I have followed Jesper Nielsen and his management team for a number of years and have been impressed by the company’s competency, bold ambitions and sound business plan. Its achievements to date demonstrate the appeal of the collection to retailers and customers and I am very much looking forward to being a part of the development of a company I believe will become a significant player in the industry.

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Of course, in business, you can “believe” almost anything you like as long as the cash is there to make it happen. Were Endless Jewelry already a PLC, the share price would have soared at the news that that some serious players from the finance world were willing to put some cash in the pot. Mr Banker’s comments, it’s probably reasonable to assume, represent a self-fulfilling prophesy.

Nielsen is not just a man of rumbustious talk: his comments in an interview with Jewellery Focus earlier this year may have sounded ambitious, but he is chalking up new stockists left, right and centre, adding 230 new names at the JCK show alone.

The man is confident of major global success. He said: “The new ownership structure means that we, regardless of external factors, can continue to develop and fulfil the enormous potential of Endless Jewelry.” Given the rocket-powered 2014 his new company is enjoying, he has every reason to be.