Danish bracelet and charm jewellery brand, Endless Jewelry, has signed a three-year partnership with Jennifer Lopez. Under the deal, Lopez will be the face of bracelets and charms bearing the Jennifer Lopez trademark. Launched in 2013, Endless Jewelry “stormed into more than 1000 stores in Germany, England and Italy” within just a few months and has now established itself in more than 20 countries with over 3000 shops in Europe alone.
The company designs and manufactures colourful leather bracelets and over 450 gold and sterling silver charms. Endless Jewelry CEO Jesper Nielsen said the company was “proud and delighted” to be in a long-term relationship with Lopez.
“Endless Jewelry is all about fun, positivity, colours and being yourself,” he said. “We offer women a way to personalise her jewellery choices by letting her mix and match designs to stand out from the crowd. Jennifer Lopez’s extraordinary style and charisma perfectly represent the collection.”
Lopez added that the collection “embraces the attitude of being fun and elegant at the same time”.
“It is also about letting each woman express her personality through her jewellery,” she said.
“The collection will let women celebrate what is unique and beautiful about themselves.”