This feature turns to a hot up and coming brand in the charm bracelet market and one that has been highly controversial as well. Christina Watches as the company is known in Denmark or Endless Jewelry in Germany, was started this year by Jesper ‘Kasi’ Nielsen previously of Pandora. In 2009, Mr. Nielsen sold his jewelry company to the Pandora Group and became the director of its subsidiary – Pandora Central Western Europe. Following a disagreement with Pandora over strategic decisions, Jesper left the company after signing a non-compete agreement through 2016. However, non-compete agreements restricting employment are not generally enforceable over 2-3 years in Europe, so he broke the contract and started Endless Jewelry.
The signature product is their calf leather bracelets and dangles, similar to the Story by Kranz and Ziegler style with charms that stay in place. The bracelets come in single, double, and triple wrap in 3 lengths: 18 cm, 19 cm, and 20 cm and a number of colors. The charms are silver or gold-plated silver and range from dainty to chunky and bold. The concept is geared more towards fashion designs rather than representing moments in life, but the key is still affordable luxury. In addition to the bracelets, Endless Jewelry also offers watches (including ones that fit on the leathers), and stackable rings.
The brand is expanding quickly in Denmark and Germany with its eye targeted towards worldwide distribution in the near future. Jesper has utilized his contacts in the German market and now sells to over 650 current and previous Pandora retailers (reference Berlingske). Obviously there are high tensions between these companies as they head to court in a legal battle that may result in injunctions and damages. It’s definitely interesting and worth browsing through their catalog. Endless Jewelry or Christina Watches is carried by Perlen with free international shipping; for more information including how to size these bracelets check out the helpful guide on Perlen. What do you think of this new brand?