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Emerging brand Endless Jewelry broke all records for a new brand at the annual JCK trade show in Las Vegas this month, signing 230 new retail partners in the US.
On the first day of the show, Danish entrepreneur Jesper Nielsen’s new venture signed 50% of its target for new orders, opening with 47 retail partners and an order book of £546,000 ($920,000).
On the same day it reached a milestone by signing up its 2,000th retail partner worldwide and celebrated by giving the partner a startup order of £6,000 ($10,000) for free.
Demand at the Endless Jewelry stand was so overwhelming that several times show security staff had to ask waiting retailers not to queue near the stand to prevent overcrowding.
At the close of the JCK show, Endless opened orders with 230 new retailer partners in the US alone. This brought the total number of retail partners for the new brand in the US to 570 with $10.2m worth of orders in just 15 weeks since Endless launched in North America.
Jesper Nielsen, CEO of Endless Jewelry, said: “We are creating history. With Endless Jewelry we are building a superbrand and we aim [to] be the biggest jewellery brand in the world.
“Our aim is always to think big but to retain a strong sense of family values and a fun way of doing business with all our retail partners, right across the world.”
Endless Jewelry, which sells ‘affordable luxury’ charms and bracelets, has also found success in the UK and has signed up 300 retail partners over the past six months since its launch.
The brand will soon be announcing the signing of its first celebrity face and launching a new international advertising campaign.
