Endless launches in 23rd market: Asia

Composable jewellery brand Endless Jewelry has hosted a colourful launch into Asia – its 23rd market worldwide – just two years since launching.

In front of 300 VIP guests, celebrities, and more than 100 media representatives from Taiwan, China, Hong Kong, Malaysia and Singapore, Endless Jewelry hosted the grand opening of the first Endless store in Taipei, in the heart of Taiwan’s fashionable capital.

The event included speeches from Endless founder Jesper Nielsen, on-stage interviews with some of the biggest local celebrities, and a fashion show showcasing Endless’ ranges.

Neilsen said: “The opening in Taiwan marked our entrance into our fourth continent. Our Taiwanese team arranged a truly amazing event and opening party in the true spirit of Endless Jewelry.

“We opened the doors to the first store on Monday and the buzz in this opening week proves that our designs and brand have a truly global appeal to the modern woman. Every single day we’ve seen a line of customers inside and outside the store, and even though our local management expected this, it’s been a highly positive experience for myself and the European team.”

View launch video here:

Endless is set to open further stores throughout Taiwan over the coming months, with a long-term plan to have at least 15 stores in top locations in major cities.

Michael Thomsen, CEO of Endless Jewelry Greater China Region, added: “Friday was a huge day for us. We have been preparing the launch for several months and it was such a great feeling to see it play out. We prepared for 300 guests and made room for 100 media representatives, but we had to bring in dozens of extra chairs and in the end – many more people stood to watch the show.”

Thomsen added: “Endless Jewelry is completely new to this market, and it will take time to build our brand here. By opening with the attendance of basically all media in the region – as well as some of the main celebrities – we have already come a long way. I anticipate we will reach USD $5 million in sales the first year, which will be a good start of our Asian business.”

Earlier in the month the first Endless Jewelry monobrand store opened in Tallinn, Estonia. Endless Jewelry is now available in more than 3,500 stores in 23 markets on four continents.

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