2. 4 New Energy -Welcome to Endless World
5 New roles in Global Management
- Endless strengthens the organization, foundation
and Supply Chain Management
6-7 Truly global - 6 new markets
– one new continent
- Expansion and focus on existing markets
8 New key markets
9 Endless Training
10 Endless Q4 Promotion – New campaign, new offer
11 Local marketing, local sales
- How the co-op marketing can be used
12 Jennifer Lopez - Global Workshop 2015, New York
- An even closer relationship with our Brand
Ambassador and Co-Designer
13-15 Holiday Season 2015
- Visual merchandising and styling
How to boost your Holiday display
16 An amazing journey – Endless Jewelry timeline up
until now
- Two years of growth, Awards, new products, challenges
and success stories
17 Endless Trade Shows – All over the World
18 Roundtable Meeting US
- New Endless ideas - new energy!
20-21 Boost your sales – VIP Events & flyer campaign
21 Win – Show off your store
22-23 Strong performance in mono-brand stores
- Endless in own stores? How it's done.
24 The Digital Toolbox – Grab & Go
25 In living color – Endless on TV
How global talkshows and local channels can help your sales.
26 New visual merchandising team
27 Stats from the World of Endless
- Trends, statistics and top lists.
...in this issue
Editorial:
Steen Laursen (resp.)
Jonas Grünfeld
Inge Bynens
Endless Reps
Design & Layout:
Mette Wilken
Print:
Eurographics
Thank
Photo:
Rie Neuchs
Jakob Kryger
Endless Jewelry Taiwan
Endless Jewelry Estonia
Modern Living with
kathy Ireland®
Jann Hendry, Oscar &
Associates
A range of Endless
partneres and Sales
representatives
3. Ulrik Rasch
Eric Even
Peter Wainø
Global Supply Chain Director.
Global Sales Director, Distributor Markets.
In October, Endless Jewelry appointed Ulrik Rasch as Global
Supply Chain Director.
Ulrik has extensive executive, supply chain and operations
experience having spent five years as International Operations
Director at Harman Consumer International as well as other
major international tasks. Ulrik’s experience will add instant
value to the organization and strengthen a vital area for a
brand with our ambitions. We welcome Ulrik at this exciting
stage of the Endless journey!
Ulrik will be based in the Global HQ in Copenhagen, Denmark.
Eric has been on the board of Endless from the outset and
has a very good understanding of the business operations.
Eric has already started and will lead the group of country
managers in the European markets including Germany,
Austria, Switzerland, The Netherlands, Belgium, Luxembourg,
Italy, Spain and Portugal. Eric brings a strong background and
experience from European retail and distribution, which will
be very valuable for Endless. Eric will be based in the Global
HQ in Copenhagen, Denmark.
In October, European Sales Director Peter Wainø, became
Global Sales Director for Distributor Markets, i.e. the markets
where we operate through Distributor agreements. Peter will be
responsible for all current markets and handle negotiations with
potential partners for new markets. Peter has a background as
Sales & Marketing Director in Danish Jewelry brand Sif Jacobs
and Marketing Director at Pandora A/S, which Endless has been
benefiting from since May 2014. Peter has played a major role
in developing and building the European sales organization
and markets. Peter will be based in Global HQ in Copenhagen,
Denmark.
Endless Jewelry continues to develop. Following a historically strong
launch with 31 global new markets in less than two years, introducing
award winning collections, signing a long-term contract with Jennifer
Lopez and creating a truly global brand, we have now entered a phase
of consolidation in present markets and new investments in production
facilities, supply chain management, marketing and in developing our
colorful product portfolio.
NEW ENERGY
-WELCOME TO ENDLESS WORLDInside
Endless
➠
As you will learn in this edition of Endless World, we are still entering new markets with selected distributors. We are teaming up with
strong partners in new markets to ensure an even stronger global presence of the brand, but at the same time, a solid and reinforced
capital base enables us to upgrade our infrastructure, products and all facets of our retailer support.
Endless Jewelry has been on national TV in many countries, we have been on the wrist of J Lo in American Idol on several occasions,
in a huge amount of online media, in all the major fashion print titles, in stores on 5 continents and on the lips of everybody in the
business. Now it’s time to be on the wrist of our customers!
We are not only gearing up on facilities, supply chain, marketing and finances, we are also strengthening the global management.
As a consequence, we have been joined by a number of experienced staff in global organization and management and on top of this,
we have added key staff in Products, Management Services and Marketing.
Global HQ in Copenhagen, Denmark.
Sales Director, European Own operated Markets.
04 ENDLESS WORLD ENDLESS WORLD 05
4. Endless Jewelry CEO Paul Moonga explains:
- A solid capital foundation enables us to invest heavily
in our supply chain, our products and collections as well
as in our marketing with Jennifer Lopez as our Brand
Ambassador and Co-Designer.
- At the same time, we are experiencing a great interest
from new markets, and due to upgraded production
facilities, we are now in a position where we can both
upgrade the service of existing markets and welcome a
range of partners in new key markets.
The new partners have added a total of more than 250
new retailers and monobrand stores to the number of
Endless outlets ahead of Christmas 2015.
Paul Moonga:
- This is a significant step for Endless, but I need to re-
emphasise that this does not take away our focus on
optimizing our supply chain and logistics with the drive to
secure a stronger position in our present markets.
- The group of Endless owners consists of a number of
private investors with the ambition and funds to secure
the necessary investments in all areas of our business,
and we look forward to a great holiday season – and to
even further progress in 2016 and onwards, Moonga
says.
In France alone, more than 200 new retailers have
already joined the Endless journey, in South Africa we
have entered agreements with close to 50 new partners
while in other markets our retail partners open up a mix
of independent retailers and monobrand stores.
The ever growing interest in Endless Jewelry yet again brings our colorful range of fine jewelry and positive spirits
into new markets and territories – and this time to a brand new continent!
TRULY GLOBAL6 NEW MARKETS – ONE NEW CONTINENT
In the months of October and November, Endless Jewelry added 6 new markets in Asia, Europe and Africa, and the number of
outlets carrying Endless Jewelry continues to grow.
In the two years since Endless Jewelry launched internationally, we have entered into agreements with more than 3,500 retail
partners in 25 markets in Europe, North America, Australia and Asia. By the end of 2015, we will be offering our concept of colorful
leather bracelet, necklaces, charms and silver collections to shoppers in more than 30 markets globally – and increase our
investments in existing markets simultaneously.
Endless Jewelry CEO Paul Moonga
06 ENDLESS WORLD ENDLESS WORLD 07
5. NEW KEY
MARKETS
ENDLESS TRAINING
Director, Training & Learning & Visual
Merchandising Inge Bynens
Vital to the Endless experience is understanding the versatility, the colorful DNA of the
brand and the endless possibilities of the collections. We always strive to provide the best
tools and training for our retailers, including an extensive Brand Ambassador programme
and web training. For more info, contact Inge at endlesstraining@endlessjewelry.us.
During October, Endless lauched in three new and very different markets; France, Russia
and South Africa. Below we will introduce you to the new distributors of Endless and give
you an update on the planned actions and launches in the new markets.
SOUTH AFRICA
South Africa is the 25th largest country in the world by land
area, and with close to 53 million people, it is the world’s
24th-most populated nation. South Africa has a growing mid-
dleclass and has the largest economy of any African nation.
The new distributor team in South Africa, which will be man-
aging the roll out and execution of Endless, consists among
others of Mervyn Serebro and Tarryn Lichter. Mervyn has a
long history in retail and has been CEO of a has been CEO
of nationwide retail Chain OK Bazaar among other achieve-
ments.
The launch of Endless Jewelry will take place during the Jew-
ellex Africa fair from 27-29th October 2015, which is the largest
jewelry trade expo in South Africa. Here the team has secured
a stand in a prime location and invited hundreds of new poten-
tial Endless customers to stop by. On the sideline of the show,
the team has planned a media event to present the products
and cover the great launch of Endless at Jewellex expo.
Further to this, an exclusive private event aimed at indepen-
dent retailers is scheduled to encourage and create even
more awareness of Endless Jewelry. The ambitious target is
to open 100 new multi brand retailers this year as the initial
route to market.
The team has already activated several social media cam-
paigns and the future PR work will be handled by a profes-
sional agency to get the full impact of all PR efforts. Ahead
of Jewellex 2015, the team has booked advertisements in a
leading trade magazine and an advert for the December issue
of a leading fashion magazine insert.
The launch in South Africa will also mark the launch in the
fifth continent, and Endless has thus in just 2 years reached
millions of people around the Globe.
RUSSIA
Russia is in the top 10 of the biggest countries in the world
with a total population of 147 million. A peculiar fact is that
there are 9 million more women in Russia than men, which
means that the market holds great potential for Endless.The
soft opening of Endless and the first mono-brand store will
take place on the 28th October in one of the biggest shopping
malls in St. Petersburg. Just weeks after, 3 more will follow
bringing the number of store in Russia to 4 in just 2 weeks.
The grand store opening in Moscow mid November will be
hosted by former Miss Universe Oxana Fedorova. With 4
openings in Moscow and St. Petersburg, Endless Jewelry will
at once become available to more than 20 million of people.
FRANCE
Has a total population of 67 million and is the largest county
in the EU. France is the most visited county in the world with
over 80 million people a year!
The French distributor team consist of 4 passionate and ded-
icated persons; Brice - who worked 10+ years as Sales &
Marketing Director and CEO oforf the largest French wedding
ring manufacturer, Sales Manager Jean-Luc, who has 30+
years of experience as Development Director for the largest
French jewelry groups and chains, Tanja in Marketing and
Jean-Louis in Finance and IT.
The great launch day is Friday 20th of November with mas-
sive media coverage through 2 PR agencies. Numerous ad-
vertising activities are booked ahead of the launch; around
20 bus-stop advertising campaigns running in different cities
throughout the period until Christmas, 4x3m banners in the
biggest cities in France, ads in magazines and several in-
store events are just some of the happenings to promote the
big Endless launch.
JENNIFER LOPEZ NECKLACES are made of genuine leather with rhodium plated stainless
steel end caps and are available in Crème, Bronze, Anthracite and Pearl Metallic colors.
UNIQUE SELLING POINTS
• At 47in /125 cm length, the trendy necklaces can be worn short or long
• Fashionista look
• Versatility with the Jennifer Lopez necklaces
• All the Endless charms (except the Jennifer Lopez charms with silicone insert) fit
the necklaces
JENNIFER LOPEZ AW2015 LEATHER BRACELETS are available in two colors:
bronze and pearl metallic. The Jennifer Lopez AW15 charm collection consists
of 22 colorful charms in sterling silver and
yellow gold plated..
UNIQUE SELLING POINTS
• Bracelets have rhodium plated stainless steel magnetic locks
• Charms are made of .925 sterling silver
• Silver charms are rhodium plated to prevent tarnishing
• High quality yellow gold charms are plated in three microns of 18K gold
over .925 silver
JENNIFER LOPEZ SILVER BRACELET The Jennifer Lopez Collection consists
of two Sterling Silver Bracelets with the Endless logo clasp. Each clasp is
rhodium plated Sterling Silver or 18k yellow gold plated in three microns.
UNIQUE SELLING POINTS
• New silver bracelet collection charms are exclusive to the new Sterling
Silver Bracelets and designed to stay in place
• Consists of 28 designs in rhodium platedSterling Silver and 18K yellow
Gold plated in three microns
• Available in five sizes : inches 6.5-7-7.5-8-8.5 cm 17-18-19-20-21
(size 9/22cm is a special order)
JENNIFER LOPEZ 3-STRING BRACELETS are made of genuine leather
and available in two colors: silver splash and gold splash.
UNIQUE SELLING POINTS
• Features metallic sparkle
• Rhodium plated stainless steel or 18K gold plated magnetic lock
• Trendy and classy look
08 ENDLESS WORLD ENDLESS WORLD 09
6. NEW STARTER BRACELET OFFER
ENDLESS JEWELRY IS GROWING AT A RAPID PACE
And the colorful concept of leather-wrap bracelets and
sparkling charm designs is now sold in 31 markets on
five continents worldwide—and more markets are
coming soon.
We want to secure more traffic in your store, more sales
opportunities with the individual customers, more value
for the money and even more loyal customers. The global
success gives us an opportunity to launch a new offer in
North and South America, designed to do just this through
a range of new initiatives.
✶ A New and Even Better Starter Bracelet
Promotional Offer
✶ Free Charms with All Promo Packages
✶ A New National Marketing Campaign
✶ Free POS Material
✶ A New Postcard Campaign
NEW CAMPAIGN
NEW OFFER
YOU SELL THE BRACELET — WE GIVE THE CHARM
To support the above campaign, we are offering a FREE
charm for every bracelet in each promotional package.
Choose from four package options.
Bracelet colors available in the campaign packages:
Black, Green, Grey, Blue, Brown, Purple, Red, White, Yellow, Nude, Coral, Light Blue
Autumn/Winter 2015 and Jennifer Lopez Collection bracelets are not included in the campaign packages.
✶ IMMEDIATE LAUNCH OF A BRAND NEW
STARTER OFFER FOR CUSTOMERS:
Purchase any bracelet in the Endless Collection and
get your first charm free. Prices starting at only $39.
Q4 PROMOTION
$39 Single + FREE $30 Charm
$49 Double + FREE $30 Charm
$59 Triple + FREE $30 Charm
Additional Product and Promotional Revisions:
Yellow and rose locks will now be the same price
as the white lock.
AVAILABLE STARTER BRACELETS PACKAGES
1. 39 Singles @ $20 each = $780
2. 39 Doubles @ $25 each = $975
3. 39 Triples @ $30 each = $1,170
4. Assortment Package
17 Singles @ $20 each = $340
17 Doubles @ $25 each = $425
5 Triples @ $30 each = $150
TOTAL BRACELETS: 39 = $915
One way to increase attention, store
traffic and thereby the number of
contacts with potential customers is
local advertising, targeting potential
customers in the local area.
At Endless, we know that the retailer
is the expert when it comes to their
local customers. This is why we
have introduced the co-op program,
which is currently running in all own-
operated markets. The co-op program
means that Endless will cover half the
expenses used on local advertisement
by the individual retailer. The earned co-
op will be paid in selected merchandise
of choice.
When it comes to picking the best way
to reach potential customers, only
imagination sets the limit. We have
seen Endless billboards on trucks,
on buses in the air and on jumbo
screens! We have seen traditional flyer
and postcard campaigns, ads in local
newspapers, local radio spots and local
TV commercials. We have seen Endless
on the local park bench! And we know
it works.
Sharing the success stories is essential
in order to capitalize on all the great
promotion initiatives being executed
across the world. To inspire and to be
inspired is the best way of getting and
sharing ideas. Thus, we would like to
share an inspirational story on how the
co-op program has been used to secure
more traffic and thereby increasing
revenue.
Crimson Ridge, Chicago, USA
Crimson Ridge was looking for a simple
and effective way of increasing traffic
to their store, and decided to combine
a print ad in a local newspaper with a
radio spot on a local radio station. It
was a newspaper wrap that ran Friday
through Sunday. Sales rep Jill Cottone,
responsible for the Crimson Ridge
account, tells how she experienced it:
I was there Friday and a few hours
Sunday. The ad was the key! Everyone
who came in asking for Endless
Jewelry had the ad in hand and had
circled what they wanted to purchase.
It started slow on Friday morning,
but by 1pm it was seriously busy all
afternoon! Customers were coming
in buying for a gift, but then getting a
bracelet for themselves while there.
Friday afternoon one of the local radio
stations did a visit as well. We had a few
people come in from them mentioning
the ad and the promo. That was all
free. They do a radio caravan to local
businesses on Fridays. We tied it in with
mannequins and Fall fashion. I placed
an ad prior to the ad just to fill in. But
now we will need to add another. The
piece everyone wanted was the #41146
Eternity. They’re sold out by now! But
customers bought another charm and
will be back as stock arrives. Great
event! We will do another one again
soon. More Endless traffic, than they
ever had! Yippee!
Jill Cottone, Endless Sales Rep
LOCAL MARKETING
LOCAL SALES
A key element in selling Endless Jewelry is the direct
contact to the consumer: Seeing, feeling, handling and
playing around with the bracelets, necklaces and charms.
Feeling the quality of fine jewelry, genuine leather and the
craftsmanship of the products. Getting inspired!
ENDLESS WORLD 11
7. HOLIDAY SEASON
2015
Endless was represented by Founder
Jesper Nielsen, CEO Paul Moonga,
CMO Mikkel Berg and Marketing
Director Søren Colding. Team J Lo
was represented by Benny Medina (the
Medina Company), stylist Rob Zangardi,
Angela Farrugia (Group MD at TLC) and
representatives from both the LA and
NY offices.
Day one was a general workshop with
a presentation round of all licensees, a
thorough review of the J Lo Brand and a
look into the future. The vision is to move
J Lo from a 400 million dollar brand to
a 1.5 billion dollar business and how
Endless Jewelry and the co-licensees
can benefit from and contribute to this
process.
The headline of the workshop was:
To raise the profile and success
of the Jennifer Lopez brand program
globally and build substantial growth
in retail sales by 2018
Marketing Director and Team J Lo
contact Søren Colding:
- The idea to meet up was suggested to
get an impression of how the different
licensees work with the J Lo Brand and
to learn from each other. But mainly, we
got a great insight in the plans for the
coming years and a range of new ideas
on how to take advantage of having
Team J Lo as a partner and J Lo as our
brand ambassador.
- As one of only a few global brands in
the group of licensees, Endless has a
unique position, and on day 2 we had
a very promising 1-1 meeting with all
the members of the J Lo team. Here,
we shared ideas on how to develop our
brands, how to take advantage of the
partnership in regards to PR, Social
Media, appearances and new ways
to generate exposure, interest and
business.
- We have already come a long way
and based upon the meetings and very
positive feedback, I really look forward
to the progress in our relationship with J
Lo and her team. They want to be closer
to the business development and overall
direction of designs, and it was stressed
several times, how much pride she takes
in co-designing her Endless Collection.
There is no doubt, we will see a range of
new initiatives to promote the products
and cooperation in the future, and for us
it was a very, very positive couple of days.
As an example of new initiatives,
it was discussed how Endless
Jewelry can be a part of the Las
Vegas Shows, Jennifer Lopez has
announced for 2016. Also American Idol
appearances, special designs, pro-
motion material of all kinds and the
possibility of Meet and Greets were
discussed together with the overall
strategy and cooperation.
Besides Endless Jewelry, J Lo
cooperates with Kohls (fast fashion,
US), Coty (fragrance, global), Coppel
(fast fashion Mexico), Safilo (eyewear,
selected markets), Apolo (fast fashion,
Latin America), Gluck (time pieces,
global), Celebrity (handbags, Europe)
and Bez (footwear, Latin America).
JENNIFER LOPEZ
Global Workshop 2015, New York
Endless Jewelry is one of 9 licensees worldwide, and on September 21st and 22nd
the exclusive club of J Lo partners was invited to attend to the first annual Global
Workshop with the Jennifer Lopez management.
Founder Jesper Nielsen visits Benny Medina.
Jennifer Lopez, wearing her Endless designs
on American Idol.
12 ENDLESS WORLD
8. ENDLESS HOLIDAY COLLECTION
All charms available in both Sterling Silver and 18 K.Gold Plated Sterling Silver
ADDING TO YOUR COLLECTION
Make your showcase look luxurious and cohesive by stacking
bracelets within the same color scheme. As shown on photo, style
the bracelets with either Sterling Silver, 18K Yellow or Rose Gold
displaying your Holiday 2015 Collection with complementing Endless
charms on the bracelets and necklaces.
CREATE MAGIC IN YOUR SHOWCASE
Jewelry doesn’t sparkle and shine on its own—create a layout with
lighting that best reflects the charms with crystals, moonstones,
cubic zirconias, and pearls.
Bring back the magic—reflect this magical time with displays that
excite and engage and show affordable luxury. Build depth and
height while balancing your display elements.
Decorate for the holiday using seasonal color schemes and
themes.
Icy Frost. Use blue and white bracelets, charms with white and
blue crystals, and snowflakes for a wintry look.
Peppermint. Showcase red and white bracelets, red and white
crystals and pearls for a festive seasonal look.
Sparkle. Feature neutrals with lots of silver and gold for a rich,
bedazzled look for the holiday and New Year!
Christmas. For a more traditional look for your market, feature
reds and greens with charms in silver and gold with crystals and
enamel as accents.
But remember, keeping it simple and subtle is the key.
LINK SELLING
Mix and match collections to show variety in product and diversity
in style. Link sales by coordinating a 3-String bracelet and Sterling
Silver Bracelet with a classic bracelet and a necklace with matching
charms.
Overfilling your display.
Your windows are not your stockroom. Use them to highlight
your best, not as an end cap. Only use props which will
emphasize the bracelets in a stylish luxurious way and keep
it simple.
Hidden Message. Make sure the key message on the
backcard is not hidden behind signs, blocks and cushions.
Too much Color in your display. Use colors that complement
each other. Even though Endless Jewelry offers a wide range
of beautiful colors, don’t display them all at once. Try related
or colors as shown above to the right
Piling up charms. Don’t pile up the charms, they will easily
look cheap and not luxurious. Use the slim blocks or charm
holders provided by Endless to showcase your charms at it’s
best.
HOLIDAY
VISUAL MERCHANDISING AND STYLING How to boost your Holiday display
SHOWCASE
VISUAL MERCHANDISING STYLING
Of your Holiday display should look like this
Avoid the following:
Remember, Keeping it simple, yet subtile is the key
THOUGHTS...
FROM THE
DESIGNER OF
ENDLESS JEWELRY
My vision is to design
elements of beauty
allowing all women to
express their emotions
and personality. Set your
mind free and create -
show your true colors,
show your Endless
beauty...
The Global Product and Visual Merchandising Team works with the overall development
of collections, sales packages and visual guidelines for retailers and distributors.
In cooperation with the Product Designer, mood boards, PR samples and seasonal
campaigns are designed and put together by the group – including the Christmas/Holiday
guidelines.
14 ENDLESS WORLD ENDLESS WORLD 15
9. Endless
Trade Shows
all over the world
AN AMAZING
JOURNEY
It has been less than two years since the Endless Brand was launched internationally,
and things have developed faster than anybody would have imagined. But what does
“The World’s fastest growing Jewelry Brand” really mean? We took a look in the rear
view mirror, and what an amazing journey it has been!
• Founded in 2013 by Jesper Nielsen and the Nielsen
Family – the first employee was hired in January
• Launched internationally at Inhorgenta, Münich in
February 2014 – 12 colors, +300 charms
• 1,000 partners had opened in Germany and UK by
March 2014
• The Endless Song was introduced when the first ever TV
commercial for Endless Jewelry aired on German TV
• Jennifer Lopez signs long-term contract as co-designer
and marketing ambassador in April 2014
• Introduced in US and Canada at the JCK Las Vegas Fair
in May 2014 – presenting the Jennifer Lopez Collection
by Endless Jewelry with 3 new colors and unique
charms
• Sponsor agreement with F.C. Barcelona was signed in
July 2014
• Endless debuted at IJL London with Jesper Nielsen as
guest speaker in front of 200 retailers
• In October 2014, Endless signs the first sponsor deal
with the Lotus Formula One Racing team
• Awarded with "Charm and Bead Collection of the Year"
in UK in October 2014
• Nominated as "Jewelry Brand of the Year" in December
2014
• The first global management meeting was held in
Endless Castle on Mallorca, Spain.
• In January 2015, employee number 250 was hired in the
global Endless Organization
• Spring/Summer Collection and the 2nd Jennifer Lopez
Collection introduced in February 2015, 5 new colors
and a range of new charm designs
• Launched own retailer magazine “Endless World” in
March 2015, distributed to +50,000 retailers around the
world
• Endless opened 20th market worldwide (Australia) in
March 2015. More than 140 customers were signed
during the first week.
• Jennifer Lopez wore her Endless designs twice on
American Idol with 35-40 million US + 100 million
international viewers, in spring 2015
• Jennifer Lopez posted pictures wearing Endless on
all her social media platforms in March and April
2015, sharing Endless with her +100 million fans and
enhancing brand’s social media audience
• Premiered new product categories – Necklaces and the
Silver Bracelet by Jennifer Lopez - at JCK Las Vegas in
May 2015 – together with new fashion colors and new
charm collections
• In June 2015, the first ever Endless monobrand store
opened in Tallinn, Estonia
• In July 2015, Endless Founder Jesper Nielsen visited
the US talk show Modern Living with Kathy Ireland.
After being distributed to North America, Latin America,
Europe and Asia, the show reached more than 400
million households.
• Production facilities are upgraded significantly
• New global management including CEO (Paul Moonga),
CMO (Mikkel Berg) and Supply Chain Director (Ulrik
Rasch) is introduced
• Opened six new markets (France, Russia, South Korea,
Singapore, Malaysia and South Africa) in October/
November 2015.
JEWELLERY & WATCH
February 2015 - NEC Birmingham, UK
INHORGENTA
February 2015 - Munich, Germany
THE SMART JEWELRY SHOW
April 2015 - Chicago, USA
JCK
May 2015 - Las Vegas, USA
JA NEW YORK SUMMER SHOW
July 2015 - New York, USA
VICENZA ORO
September 2015 - Italy
JAA JEWELLERY FAIR
September 2015 - Sydney, Australia
INTERNATIONAL JEWELLERY LONDON
September 2015 - London, UK
BEAUTY WORD
October 2015 - Talinn, Estonia
VROUW! EXPERIENCE
October 2015 - Netherlands
JIS MIAMI
October, 2015 - Miami, USA
JEWELLEX AFRICA
October 2015 - Johannesburg, South Africa
16 ENDLESS WORLD ENDLESS WORLD 17
10. Inside
Endless
➠
In mid-September, Endless global management, US Executive Staff and a group of
sales representatives from across US met up in Ft Lauderdale for an inspirational
Round Table Meeting to discuss the status and to share new ideas for Endless
Jewelry.
Following a welcome by US CEO Matt Carlozzi, Global CEO Paul Moonga outlined
the goal of the meeting and Endless Founder Jesper Nielsen shared his vision about
the brand and how to build megabrands in the jewelry industry.
The attendees split into three groups to discuss the three main topics of the day:
Product/Collection, Vision and Marketing, and following some very enthusiastic
and insightful discussions, the many thoughts and creative and new ideas were
presented to the entire group.
The inputs will be summarized and used actively in the further development of the
brand, products, marketing, appearance and direction of Endless Jewelry. The
new ideas, new energy and positive spirit of the meeting will be felt throughout the
Endless organization and brand, and new initiatives directed towards increasing
awareness, in-store traffic and sales will be presented over the coming months.
It was a first, but certainly not the last Round table Meeting! Thank you to all
participants – the positive energy you brought to the table is what Endless is all
about!
Matt Carlozzi
Jesper Nielsen
Paul Moonga
ROUND TABLE MEETING,,
Photo credits: Jessica Ricks - hapatime.com, Molly Chiang, Like Magazine, Mara Ferreira - mlovesmblog.com, Nicole & Danielle whenwordsfail.com.au, Serina Tsai
18 ENDLESS WORLD
11. SUGGESTED EVENT THEMES
• “Color Your Life” Event
• “Any Mood, Any Occasion, Any Outfit”
• New Product Launch
• Ladies’ Night
• Men’s Night
• Endless Styling Event
• Christmas/Holiday Event
• Holiday Open House
Flyers, posters and much more
provide by Endless
This space could be yours – as they say. We are very interested
in seeing your decorations and the way you promote Endless
Jewelry in your store, and we are offering a full page article
with pictures and interview in the next issue of Endless World
to the retailer who decorate their window in the true spirit of
Endless Jewelry. Whether you are decorating the whole store
or just a display, make sure it reflects our DNA. It’s all about
being fun, festive and elegant, keeping in mind the “Color Your
Life” motto.
And also remember – it is all about selling the products.
We will dedicate a full page story in the next issue of Endless
World to the winner, along with interviews and photos of the
staff and store.
All you need is to decorate, take one or a few cool pictures of it
all, and send it to jogr@endlessjewelry.eu – preferably with all
your happy staff members.
Also we ask that you share your participation on Facebook,
Twitterand/orInstagramusingthehashtag#EndlessWorldWin
to let everyone know you are in it to win it!
This space
and show
off your
store.
In connection with the Q4 sales campaign, we have crea-
ted a flyer campaign for the free use by our partners.
The campaign was launched in October and during the
first weeks of the campaign, more than 50 retailers in
Germany, Austria and UK printed and handed out more
than 400,000 flyers in their local area. Several of the
retailers reported an immediate and positive develop-
ment in store traffic – increasing sales of Endless, but
also benefitting the general business in the store.
It is a pretty simple, yet effective campaign: The retai-
ler decides how many flyers you need, Endless Jewelry
provides the design, material and print, and the retai-
ler takes care of handing out the flyers - and servicing
the hopefully increased number of customers in their
store. Let it fly – it’s worth it
Hopefully, you are now full of inspiration and good
ideas on how YOU can capitalize on the co-op pro-
gram, so let us get startet! Contact your sales rep and
let us know what kind of advertising you wish to do. We
will take care of the graphic production and make sure
it is set up nicely. Remember, with Endless Jewelry
you also have the unique opportunity to use our Brand
Ambassador & Co-Designer Jennifer Lopez in your lo-
cal advertisement.
WE WILL HELP YOU
To support the VIP event, and maximize the sales
potential, we will provide you with free printed
materials and a FREE bracelet with a $299 retail
value to be used for a raffle! Use this handy checklist
to organize your event and make it a success!
Printed materials*
250 – 6” x 11” Postcard Invitations
250 – 4” x 6” Flyers
1 – 8.5” x 11” Countertop Sign with easel back
1 – 24” x 36” Poster
100 sheet pad – Wish Lists
100 sheet pad – Raffle Entry Forms
Digital materials, available at
ejmarketing.endlessjewelry.us
8.5” x 11” Full Page Ad
8.5” x 5.5” Half Page Ad
4.25” x 5.5” Quarter Page Ad
E-blasts and Social Media images
*All printed materials are also
available on the marketing website.
As a way of boosting your sales, we offer our partners to host an exclusive
VIP sales campaign. Hosting an Endless VIP event generates frequency and
sales, provides publicity and brand awareness and allows you to engage on
a personal level with your customers. A VIP event is also a unique tool to
catch the attention of the customers for special occasions like Christmas,
Mother’s Day, Valentine, new store opening or other concept ideas.
EN D LESSJEWELRY.EU FACEBOOK.COM/ EN D LESSJEWELRY
39
AB
zusammen mit Ihrem Armband
Erhalten Sie ein KOSTENLOSES Element*
* €19/24 Silber Element
An der Münze 8b Lüneburg Tel. 04131-35341
Exklusiv in Lüneburg bei
An der Münze 8b Lüneburg Tel. 04131-35341
Exklusiv in Lüneburg bei
0 41 31 / 3 53 41
ENDLESSJEWELRY.EU FACEBOOK.COM/ENDLESSJEWELRY
39
AB
zusammen mit Ihrem Armband
Erhalten Sie ein KOSTENLOSES Element*
* €19/24 Silber Element
ENDLESSJEWELRY.EU FACEBOOK.COM/ENDLESSJEWELRY
39
AB
zusammen mit Ihrem ArmbandErhalten Sie ein KOSTENLOSES Element*
ENDLESSJEWELRY.EU
39
AB
* €19/24 Silber Element
A M B E R G E R
UHREN–SCHMUCK
Stubenberggasse 6
8 0 1 0 G R A Z
! 0316/82 98 27
www.uhren-amberger.at
,
Let’s make it a truly Endless Season
– we’re here to assist boosting your sales!
To schedule your event
and order your materials
contact your Sales
Representative or Customer
Service at 855.665.8555
or via email
info@endlessjewelry.us
20 ENDLESS WORLD
12. One of the newest, fastest growing and
successful Endless markets is Taiwan.
In only a few months our retail partner
has opened no less than 7 mono-brand
stores with customers lining up from day
one, and the growth is set to continue.
Location has been central for Endless
Taiwan and the first 7 shops are
strategically placed in key malls within
the top10 in the major cities, where the
size of the customer base and thereby
traffic in and around the store is of
substantial size and the demographics
match the target audience.
Michael M. Thomsen, CEO of Endless
GCR tells his version:
- Our objective is to open 15 Endless
stores in Taiwan by the end of 2016. Our
philosophy matches the one of Endless,
and I must say we have experienced an
extremely positive cooperation with the
Endless HQ. Taiwan and Asia are very
different from the other markets, but no
doubt, there are a lots common truths
about customer focus, dedication and
strategy to be shared.
- We are very firm on our policy on
service, marketing, events and the use
of social media to spark the interest and
demand:
- We create the hype in local markets
before we open. We are aggressive on
marketing before launching, we team
up with “local celebrities” and have
them talk about Endless, we reach out
to bloggers and the media, we work with
flyers/vouchers online and physically,
and once we open, we constantly work
with in store events and ways to attract
traffic, while keeping up the presence in
the media.
- It is a very strict demand for our
employees that our Customer Care and
Service MUST be better than even the
most difficult customer expectation.
Whenever we have a complaint, which
we must expect being a new and
unknown brand, we give the customer
a new product without discussion. This
is a great investment to have a positive
dialogue and get them and their friends
back in the store for more. This is a part
of our on-site sales training, where our
Sales Trainer visits each shop at least 3
times a month.
- We invest a lot in marketing, POS,
decoration, visual merchandising,
training, online and on-site customer
service as well as social media activity,
and the expected start-up cost for each
store is budgeted at 125.000 usd – plus
start-up inventory worth 75.000 usd.
- It’s a significant investment, but
already now we see the results, and the
sales status for the first 4-5 months is
just below 500,000 usd in total. Keeping
in mind, we have only opened the last
shops recently, the development is
very positive so far, Michael Thomsen
comments.
Also in markets like Russia, South
Africa, Singapore, Malaysia and South
Korea mono-brand stores will be a
part of the strategy, while in existing
markets, it will be more of a marketing
and branding investment.
Endless Jewelry CEO, Paul Moonga
explains:
- The Endless Brand and product
category bridges the dynamics of
traditional jewelry business with that
of the fashion business and as such
seems to excel in a mono brand retail
environment. Our main focus in own
operated markets is on the retailers and
partners with an even stronger toolbox,
improved supply chain management,
strong products, POS materials and
sales support, and we see mono-
brand stores as an excellent tool to
build awareness and strengthen the
brand for the benefit of everyone in the
Endless Family.
In total Endless Jewelry expects to
have 25 mono-brand stores by the end
of 2015 – a number that will increase
significantly as new markets open up
and grow.
STRONG PERFORMANCE
IN MONO-BRAND STORES
Opening of mono-brand stores has become a part of the Endless strategy. In new markets,
several partners have decided to introduce the brand in own stores, and for marketing and
branding purposes and to build awareness, it is also the plan to open 1-2 exclusive Endless
stores in existing markets.
22 ENDLESS WORLD ENDLESS WORLD 23
13. Inshort,thedigitalEndlessToolboxistheplacetogo,whenever
you need inspiration or material for your marketing efforts. All
elements in the Toolbox can be downloaded directly - simply
find the elements you like, click “download” and use the way
you prefer. It may be you are looking for product images to
implement in your webshop, material for local advertising,
videos, campaign material or you simply are on the lookout
for artwork to spice up your social media platforms – in any
case, the Endless Toolbox is the place to visit!
US TOOLBOX: ejmarketing.endlessjewelry.us
REST OF WORLD: toolbox.endlessjewelry.eu
Content of the Endless Toolbox:
• High resolution images of all collections
• Marketing material such as logos, lookbooks,
advertising and branding images
• Advertising calendar
• Endless videos and music
• POS Material
• Price sheets
• Company policies
• Endless World magazine (digital version)
and press releases
• Endless Training & Learning materials
• Social Media artwork
• Much more!
Crucial to the Endless marketing efforts and support to the partner is our Toolbox. It is the central nervous system of
advertising, branding, marketing and social media activities of Endless, and we strive to constantly update and renew the
content of the online toolbox, allowing our dealers to capitalize on the investment by implementing some or all of the Endless
tools in their own universe.
Internationally, Endless has worked with the Kathy Ireland Show,
which has now been broadcasted on 3 different occasions on
hundreds of channels in North America, Latin America, Europe
and Asia. In total, more than 400 million households have had the
chance to see the half hour talkshow discussing the trend of colorful
jewelry and presenting a range of Endless products – which can
still be seen on our youtube channel by searching “endless jewelry
Kathy Ireland”.
A number of our partners have arranged for local appearance in
morning shows, fashion specials and on day TV, and the feedback
has been very positive. When considering local advertising, it is
always worthwhile to contact your local TV station to see if they are
interested in showcasing the new, colorful, fun and elegant concept
of fine jewelry with a touch of fashion. In some areas, on some
channels it is costly – elsewhere they love to get free material for
use on TV.
It is all about spreading the word of Endless Jewelry – in living color!
One very effective way of promoting the colorful Endless products is TV. Local or national;
It can often be done at less cost than you might think, and seeing the brand in motion with
real people mixing and matching makes a difference.
IN LIVING COLOR
24 ENDLESS WORLD ENDLESS WORLD 26
The Endless Toolbox:
GRAB & GO
NOTE: If you wish to use imagery of Jennifer Lopez or the Jennifer Lopez logo, which we hope you do, please note it will
have to be approved by the J Lo management team. In US and North America, please contact Marketing Manager Meghan
Pearson (mepe@endlessjewelry.us For other areas, please contact your sales rep or Marketing Director Søren Colding (sc@
endlessjewelry.eu
14. 1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
1
2
3
4
5
6
7
8
9
10
Black
Leopard Silver 60$
Eternity Silver 30$
Starfish Silver 40$
Double Twist Silver 50$
Million Pyramid Gold 80$
White Endless Coin Gold
Open Heart Silver 30$
Leopard Gold 95$
Frosty Heart Silver 50$
Round White Dome Silver 30$
Blue
Red
Green
Créme Metallic
Rose
Mint
Lavender
Black Reptile
Anthracite Metallic
Purple
Light Blue
Golden Reptile
Red Reptile
Grey
TOP SELLERS
TOP15/10
InGermany,ourvisionforanup-closeandpersonalpartnership
has developed into a Visual Merchandise initiative – a team
consisting of 16 passionate and ambitious agents, whose main
objective is crystal clear; to help retailers increase sales!
All Endless partners were mapped out, each retailer was
contacted to understand their needs, their thoughts of our POS
material, marketing campaign, Endless World and how they
had been serviced by Endless staff until now and the grand tour
was planned.
Based on the feedback, every meeting was set up to cover the
individual retailer’s needs and wishes, and the representative
from the Endless Visual Merchandising Team spent an hour
with relevant staff in the store to go through a range of items:
They helped set up the new ‘Free Charm’ campaign, they
shared inspiration for decoration with relevant POS material,
handled feedback from the retailer to Endless, presented
the many options in the Endless Marketing Toolbox including
VIP Events, the co-op program and POS possibilities – and
discussed ideas on how to improve sales in the individual shop.
A vital part of the Endless DNA is to support the retailers. We
want to make sure that we provide more than just products to
sell. We want to inspire, get inspired, to co-create the unique
universe of Endless in each store and with each and every
customer. We want to share our experiences and to pool the
range of ideas to increase sales – for all to be a part of.
This is the main reason for the VMT initiative. It is a new
approach to servicing the customer, and we are planning
similar initiatives in other markets, including US, where Visual
Merchandising Director Bonnie Dooley will be tailoring the
content for US needs and implement the program.
The initial feedback from German retailers is positive, but the
final verdict will only come when we know actual sell out in the
stores. One thing is for sure: We have an amazing potential to
be even more present and active in the stores, and we are here
to help!
Endless hotlist
NEW VISUAL
MERCHANDISING TEAM
In Endless, our vision is to have a close
partnership with our retailers. We want
every retailer to be a part of the Endless
Family and we care for their business.
All Endless business is our business.
Who: Hempfprigge – German agency
for product activation and product
communication (www.hempfprigge.de
Where: Company HQ in Hamborg, Germany
How Many: 16 dedicated Visual
Merchandising Agents
Main Goal: To improve sales through service
and inspiration.
General
25 percent of the entire
Endless Jewelry Collection
are from the Jennifer Lopez
Collection.
40%
25% 25%
30%
SELECTED MARKETS
SELECTED MARKETS
Bracelets
Almost 40 percent of AW15 units
sold so far are leather bracelets
from the Endless Collection
General
25 percent of all units sold
are from the Jennifer Lopez
Collection.
Bracelets
30 percent of AW15 units sold
so far are from the Silver
Bracelet Collection.
26 ENDLESS WORLD ENDLESS WORLD 27
