3 Questions With…Endless Jewelry Founder Jesper Nielsen

Jesper Nielsen is the founder of Endless Jewelry and previously headed Pandora’s Central and Western Europe division. Here, he talks with JCK about his brand and the larger “affordable luxury” trend. —RB JCK: You just opened a stand-alone store in Estonia. Do you plan any in the United States? Nielsen: Within the next 12 months, we will open our first concept store in the United States. We have to find the right partners. We will never run the store ourselves. We are brand marketers. Retail is detail. We need professional jewelers to do it. JCK: Is there still resistance among jewelers to selling affordable products? Nielsen: Ten years ago, Pandora came out selling items for $30, $40. Now we have a jewelry brand that sells brass. That is not even fine jewelry, but it is what the customer wants. We have to adapt to what our end customer wants. Some high-end stores

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