It May Not Be the End for Endless Jewelry

The charm line may have entered administration, but a top exec says there is still interest

Last week, Endless Jewelry entered administration in Germany—but it’s possible that the brand will survive in some form, says a top executive.

“I know there is still interest in the Endless brand,” says Brice Pagnuco, vice president of Endless Jewelry International. “I’m convinced it has a future. Our industry is in need of brands. A lot of people are interested. The potential is obviously huge.”

Ultimately, though, the fate of the JLo-endorsed brand is in the hands of the administrator in Germany. “It is not our call,” Pagnuco says.

The eventual fate of Endless Jewelry International will affect every Endless division worldwide, he notes.

As far as why the company had to take this action, he admits its rapid initial growth fueled sky-high expectations.

“The quick opening of a lot of countries and retailers set a lot of high hopes,” he says. “Many thought the company was already there. There was a frustration when it didn’t keep growing like a rocket. But a lot of people still have hope for it.”



See also: Endless Jewelry Founder Jesper Nielsen On Where the Company Went Wrong

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