The release of the video follows the global superstar sharing her bracelet and charm designs from the Jennifer Lopez Collection by Endless Jewelry on social media last week. The shot of two bracelets and charms from her collection reached more than 44 million followers on Instagram and Twitter.
Lopez wears the new Anthracite and Creme Metallic leather bracelets (pictured) from her collection in the film, where she explains: “My new, exclusive jewellery line is designed to be fun, festive and elegant. With this collection, you can express your personality through our bracelets and charms. I hope you enjoy them; the possibilities are endless.”
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The star was named Endless’ brand ambassador and designer in August 2014, launching her second collection for the brand in January this year.
Her collection presently consists of five coloured leather wrap bracelets and 102 charm designs in brushed silver and yellow and rose gold vermeil. Endless is now sold in more than 3,500 stores in 20 countries worldwide, following a period of rapid expansion in its first year of trading.
Jesper Nielsen, founder and CEO, said: “Jennifer tells us she enjoys being a designer, and I think it’s obvious when you see the video she made. Having a personality like Jennifer designing her own line for Endless, and working with her and her team, is truly priceless.
“[She] is deeply involved in the design process of each charm and bracelet. She has a very distinct style for every season, working through every single element of the design process. In the end, every item is inspired, designed and approved by Jennifer Lopez herself.
“It’s a huge inspiration to have this dialogue with someone so conscious about style – it’s an honour to work with Jennifer Lopez and her team. We already have new products in the pipeline, some of which to be introduced this summer.”