According to experts, Endless Jewelry (a name that in Italian sounds like infinite jewelry) will be the next revelation company in the jewelry sector. Certainly in the United States, where it is preparing for a strong expansion to dominate the summer scene with its leather bracelets, in many color varieties and with hundreds of charms inspired by nature, love and friendship, in silver and sterling silver plated 18 carat yellow or pink and semi-precious stones. The prices are aggressive: they start at around 29 euros. Does it sound like something you’ve already seen? Well, in fact its founder Jesper Nielsen, has been Pandora’s distributor in five European countries since 2003, believed in the brand and led it to success, so much so that he managed to sell his company four years later for 270 million dollars. Not bad, for someone who knew nothing about jewelry. But from his book, entitled Inside Pandora, you can understand how he became an entrepreneur in love with this world and the people who work in it. So, while the Danish giant celebrates double-digit growth results for the first quarter of 2014 (+29.5% 348 million Euro in revenue), a (perhaps) fearsome competitor appears on the horizon. It is certainly fearsome for its charisma and dynamism: it started in 2013, and in just ten months it is already present in a thousand stores in Germany, England and, now, Italy. In our country it has arrived almost everywhere. In Milan, for example, it can be found at Cusi, one of the most well-known stores in the city (Corso Monforte 23). Not to mention the twenty or so stores in Lombardy. Jesper’s motto is “everything is possible”, while the essential goal is customer satisfaction. To promote its jewels, which according to Nielsen represent a turning point in the traditional world of charms, it has come up with a Starter Kit, named just like that, consisting of a double leather bracelet, a magnetic clasp and a pendant. Price: 69 euros. And it seems to be just the tip of the iceberg. We will keep you informed of future news.
