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Endless Jewelry's new manufacturing partnership will help meet strong global demand
Endless Jewelry's new manufacturing partnership will help meet strong global demand

Endless demand for new Danish jewellery brand

Demand appears to be soaring for Danish newcomer Endless Jewelry, which has signed a partnership agreement to double its jewellery production capacity.

Endless founder and CEO Jesper Nielsen confirmed that the jewellery supplier had partnered with a new bracelet manufacturer, an alliance that would allow the company to cover existing and new demand. The agreement was also expected to help the brand maintain current delivery schedules and improve delivery times for retail stockists.

Nielsen added that the jewellery supplier would continue to use its existing manufacturing facility in Vietnam. “We have doubled the capacity at the plant several times by increasing manpower, so in this respect it’s an ongoing thing for us to adjust and adapt to demand,” he said. 

Jesper Nielsen, Endless Jewelry founder and CEO
Jesper Nielsen, Endless Jewelry founder and CEO

Since launching in 2013, Endless has entered 21 markets worldwide, with a total of 3,500 retail stockists established across Europe, the US and – as of February this year – Australia.

Global demand has seemingly been so strong for the supplier’s leather wrap bracelets and accompanying charms that Nielsen admitted he had been unable to meet his original deadline for Australia’s first product shipments.

“My original aim was to be ready for Mother’s Day (10 May) but while I was in Australia earlier this year, we announced that the first deliveries would take place in July or August,” he explained. “We are experiencing tremendous and growing demand, but are continuously upgrading our production facilities and distribution plan, and everything is still running according to the July/August scenario.”

On track

Nielsen added that Endless was on track to achieve its goal of having 300 retail stockists operating across Australia and New Zealand by the end of 2015, and that its global expansion would continue. “We are opening up in a number of new markets over the coming months – in Asia, South America and Europe.”

Peter Jakobsen, Endless’ local distributor for Australia, said, “It is always something very special to enter new markets, and I am very happy to say that we have been warmly welcomed [by Australia and New Zealand]. We have had a great dialogue with the partners we have already signed up with, as well as with potential new ones.”

Commenting on how he felt the local markets would perform compared to their overseas counterparts, Jakobsen responded, “I hope we will experience the same or even a better performance, as we have grown as a brand, as an organisation and as a supplier.

“We are still very young, but we’re taking major steps forward, and as such, I think Australia and New Zealand will benefit from being a part of the ‘second wave’.”

More reading
Ambitious jewellery brand marches Down Under
 











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