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Jewellery brand Endless has announced that it has entered a long-term partnership with Jennifer Lopez.
Under the partnership Endless will introduce a new line of bracelets and charms bearing the Jennifer Lopez trademark.
The range will feature three colours of snakeskin wrap bracelets in gold, red and black with a large selection of accompanying charms. Designs include stars, studs, drops and heart shapes.
The collection will be available in jewellery shops across Europe in September.
Jesper Nielsen, founder and CEO of Endless, told Jewellery Focus: “Very early in the life of Endless Jewelry, it was clear to us that we are a different company with different values compared to the other companies out there. It’s not just about having a product and selling it, it’s about making a difference and having a good time doing that.
“When we discussed who represented our values, one name came on top of all lists – Jennifer Lopez. Needless to say we are thrilled to have a person like Jennifer, with all she stands for, working for us on her own line.”
Lopez said: “My exclusive collection with Endless Jewelry embraces the attitude of being fun and elegant at the same time. It is also about letting each woman express her personality through her jewellery. The collection will let women celebrate what is unique and beautiful about themselves.”
Endless recently sold a 23% stake of the business to a group of financial backers including co-founder and CEO of Saxo Bank, Lars Seier Christensen.
