60 Second Interview with Jesper Nielsen, Founder, Endless
Jesper will be unveiling the secrets behind building the world’s next super brand in the Inspiration Theatre on Tuesday 8th September at 1pm.
Ahead of his session, Jesper spared 60 seconds from his busy schedule to give us taster of what we can expect to hear from him in his session, and all the latest news from Endless ahead of exhibiting at the show on Stand E20
IJL: So Jesper, ahead of IJL 2015, can you give us a sneak peek into what you’ll be sharing with us in your seminar session at the show?
JN: I will tell a little bit about having a mega celebrity as Jennifer Lopez as a co-designer and brand ambassador, and how to optimize ROI in such an investment. But also on the brand development of a megabrand like Endless Jewelry.
IJL: What is the one key thing that you can attribute the success of Endless to in the 20th months in took to build the brand?
JN: I cannot say one thing, as a megabrand will always have more legs. For us it’s been: A great product in contemporary designs, distribution, listening to the retailers and working with them on with a “yes” attitude, and a significant investment in marketing – including The J Lo effect.
IJL: What do you think are the 5 key things a budding entrepreneur should take into account entering the international jewellery market today?
JN: Believe in your product, be ready to invest in marketing and distribution, listen to your customers and go all in. If you don’t believe in what you do, nobody else will. There is room for 2-3 new brands on the top shelf, but you need to be ready to invest.
IJL: You’ve recently appointed a new CEO, Paul Moonga, to the Endless jewellery team, leaving you with more time to focus on brand development. Can you share with us any news on up- coming collections or Endless creative news, both for IJL and the seasons ahead?
JN: The next phase of Endless Jewelry is very very exciting. We’re moving from being a bracelet brand to becoming a true fashion jewelry brand with a range of contemporary designs and products. We’re introducing new designs in our present collections, new bracelet types, necklaces and rings – and we have a couple of very interesting surprises coming up as well.
IJL: You now more than 3,500 retail partners in more than 20 markets. And by the end of 2015, these numbers will be doubled. So what’s next for Endless over the next 12 months?
JN: We’ve actually just introduced Endless into our 23rd market – and 4th Continent – by launching in Taiwan. This being said, we’re actually focusing on establishing ourselves in the existing markets, strengthening our marketing towards the end consumer, investing in our supply chain – and off course our products. We will see a much stronger Endless Jewelry over the coming 12 months – in all our existing markets and a couple of new ones.
IJL: And can you share with us what are you looking forward to at IJL 2015
JN: It’s always a pleasure to be a part of IJL. I am looking forward to introducing our own new collections, but also to see the show itself, the presentations and the way our colleagues in the business are presenting themselves.
We look forward to seeing you and the Endless team at the show on Stand E20.
Jespers session in the Inspiration Theatre, along with the entire IJL Seminar programme is free-to-attend, with seats in sessions available on a first-come, first-served basis.