APRIL 2016 - VOL 5
“
BE YOURSELF.
S H O W Y O U R TR U E C O LO R S – JENNIFER LOPEZ
”
SP RING / S U MM E R C OLLECTI O N 20 1 6
BUILDING A SOLID FOUNDATION ENDLESS JEWELRY CEO PAUL MOONGA
Our mission is to continue building a global super-brand, and every day we strive to solidify the foundation required to deliver this promise. It is not an easy task to build a brand at the speed that we have done, and during our journey so far, we have had to deal with a number of challenges which is normal for a company in its growth stages. Challenges are there to be taken in their stride, and today I am proud of the fact that Endless Jewelry is sold in more than 3.000 points of sales across 32 countries. This is not only a great accomplishment, but also a great position to realize the immense potential of our business. Going forward, we will continue to strengthen our foundation which will benefit all Endless’ stakeholders – employees, retailers and distributors. The cornerstones of this foundation will be reliability, agility, positivity and of course continuing to deliver fantastic products. Our new collection already exemplifies this and we have some great products coming out for Autumn/Winter 2016 as well. We recently announced that our shareholders and investors had reached an agreement with the Endless founder Jesper Nielsen, whereby the shareholding of the Nielsen family was acquired as well as Jesper Nielsen stepping down from the board of Endless International. Operationally it is business as usual as Jesper has not been involved in the day to day business of Endless since Spring 2015. Jesper Nielsen and the Nielsen family have done a tremendous job building the Endless universe, and for that we thank them. Moving forward, we are very fortunate to have the support of strong shareholders who share the same belief in the Endless project as well as a common understanding of what it takes to build a global jewelry brand. This commitment to our business is invaluable and necessary as we continue the development of the Endless Brand! We have an exciting year in front of us, and we can’t wait to show off our brand new Spring/Summer 2016 collection, which is supported by a new, sharper visual and communicative identity. 2016 is truly going to be a year of positivity for Endless Jewelry! Thank you for reading Endless World
IN THIS ISSUE 3 BUILDING A SOLID FOUNDATION
9 PROMOTING LOVE IN AMSTERDAM AIRPORT
4 BIEN VENUE, FRANCE - AN IMPRESSIVE FIRST START
10-11 SPRING/SUMMER 2016
5 THE BEST WAY TO BOOST SALES AND RETENTION - BRAND AMBASSADOR PROGRAM 6-7 JENNIFER LOPEZ - HOTTER THAN EVER
13 BUILDING THE BRAND 14-15 ALL ABOUT THE SS16 COLLECTION 16-17 VISUAL IDENTITY REFLECTING THE BRAND
8 SHOWCASING COLORS TO THE WORLD - ENDLESS ON TRADE SHOWS 9 REACHING A NEW GLOBAL AUDIENCE WITH TRAVEL RETAIL
EDITORIAL: -Jonas Grünfeld -Help PR & Kommunikation ApS -A range of Endless partners and Sales representatives
12 UNDERSTAND THE DESIGNER’S INSPIRATION
PHOTO: -A range of Endless partners and Sales representatives -Lifestyle by Linda
18 SHARPENING THE COMMUNICATION 19 COLOR YOUR DISPLAY – VISUAL MERCHANDISING AND STYLING
DESIGN & LAYOUT: -Mette Wilken SUBJECT TO PRINTING ERRORS
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bien venue, France
- An Impress i v e F i r s t S t a r t
As one of the newest markets to introduce Endless Jewelry, the French Endless team, led by Brice Pagnuco, is doing a tremendous job building the Endless brand at an impressive pace. Brice and his team introduced Endless in 215 multi-brand jewelry stores simultaneously back in late November of 2015, and they haven’t looked back since. The team has already signed 13 new jewelers in January and 26 new jewelers in February. The majority of these new signings will open before March 15, making the total number of Endless points of sales a staggering 250 – in less than three months! Brice and his team are targeting a total of 300 stores by the end of this year. Brice Pagnuco explains: - In France, we don’t have a lot of collectable brands in the affordable luxury category. The price point of Endless hits the sweetspot for generating traffic in stores, which is a very big advantage for Endless.
"In France, we don’t have a lot of collectable brands in the affordable luxury category. The price point of Endless hits the sweetspot for generating traffic in stores, which is a very big advantage for Endless." –Brice Pagnuco
- The worldwide branding of Endless, led by our beautiful Brand Ambassador & Co-Designer Jennifer Lopez, is striking to French jewelers. But it’s the colorful and diverse aspect of the jewelry that is sales point number one to us. The jewelers want to be the first to introduce Endless, which gives us the advantage of being able to choose the right jewelers to partner up with. - We only work with jewelers, who understand they need to invest in Endless. Endless is a young brand, but full of potential. If you are ready to roll up your sleeves and put in the work, you will harvest the success. Some of our best performing jewelers have sold 600 Endless items since December, so we are already seeing the Endless potential being fulfilled.
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- US SPECIAL BRAND AMBASSADOR PROGRAM
THE BEST WAY TO BOOST SALES AND RETENTION
MAIN BRAND AMBASSADOR RESPONSIBILITIES: • Passion for building Endless clientele and increase sales • Participate in the online training webinars and organize in-store events • Style and showcase pre-made bracelets, keep displays neat, attractive and organized • Be part of the exclusive Brand Ambassador Facebook community • Work closely with your Endless sales representative(s)
As an Endless Jewelry Brand Ambassador, you have one of the most important jobs within the organization. You are tasked with the representation of the brand, the corporate identity, and the product line’s appearance towards the end customer. Since the Endless Brand Ambassador Program was initiated in May 2015, Inge Bynens, Director of Learning, Development & Visual Merchandising at Endless Jewelry North and South America, and her team have increased the total number of Endless Brand Ambassadors in North America to an impressive 915.
INGE BYNENS EXPLAINS: - The Endless Brand Ambassador Program has been very successful since it was launched in May 2015. Their participation in our training webinars helped not only their excitement for and knowledge about Endless Jewelry, but also their sales. When it comes to Endless Jewelry, your customers are best served by a person who can pitch the sale, close the deal and provide ongoing care. That person is your Endless Brand Ambassador.
"Love the styling ideas through our exclusive Facebook group, and the idea of open conversation and continued interaction with other brand ambassadors is very good." "The sharing of best practices on visual merchandising is very helpful. Training webinars keep us up to date"
–Feedback from Endless Brand Ambassadors
H ERE ARE FI V E RE AS O N S W H Y Y O U N E E D AN E N D L E S S BR A N D A M B A S S A D O R : • • • • •
Boost sales Improve customer retention Increase product knowledge Sharpen your competitive edge Be eligible for rewards, free merchandise and Endless Dollars through our Employee Incentive Program.
Any questions about our Brand Ambassador Program? Contact us at 855.665.8555 - brandambassador@endlessjewelry.us ENDLESS WORLD 5
JE NNIFER LOP E Z
HOTTER THAN EVER
Endless Jewelry is proud to have Jennifer Lopez as our Band Ambassador and Co-designer. Women all over the world not only recognize her stunning beauty and style, but also the icon of self-esteem and power she is. She is the perfect example of a woman who had nothing more than a dream, yet she made all her visions come true by believing in herself. Turning 47 this Summer doesn’t seem to slow down the superstar, and right now Jennifer Lopez is hotter than ever! The multi-talented artist is all over the place, judging American Idol, starring in her own series on NBC and hosting plus performing at the American Music Awards this past November. You would think this would take up all of her time, but Jennifer Lopez has not come this far by slowing down. In late 2015, she put pen to a deal agreeing to perform 120 shows within a three year period, at the AXIS Arena at Planet
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Hollywood Resort & Casino in Las Vegas. The show titled “All I Have” is a non-stop greatest hits concert - from the explosive dance numbers to raw, personal moments, JLo keeps her fans on the edge of their seats during the entire show. Jennifer Lopez is a true superstar, and we are fortunate being able to tie the Endless Jewelry brand name to such a global icon.
DID YOU KNOW... Jennifer Lopez will perform her “All I Have” tour in Las Vegas on June 3rd, during JCK. Endless has secured a large amount of tickets, which will be distributed to Endless admirers through a range of different contests and promotions. If you’re the lucky winner of the grand prize, Endless will fly you out to Las Vegas, escort you to the concert with complementary pre-concert drinks. Contests will begin mid-March. See the Endless platform or contact your local Sales Rep to learn more.
Endless participated in Jennifer Lopez’ Design Workshop in Las Vegas in January 2016 where our Product department met with JLo’s team of stylists for creative talks, new ideas and new collections, adding even more of JLo’s personal style into her collection. After a constructive two-day seminar, the workshop was finished off with a concert and a personal Meet‘n Greet with the Superstar herself.
Jennifer Lopez loves her new Endless collection so much, she posted them twice in three weeks to her +60 million social media followers.
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SHOWCASING COLORS TO THE WORLD E ND LE SS ON TRAD E S HO W S Displaying our colorful line of jewelry at trade shows around the world is one of the things we enjoy the most. It means the world to us getting the chance to meet existing and potential customers, and being able to display our new beautiful Spring/Summer 2016 collection face-to-face. Take a trip around the world of the Endless trade shows so far in 2016.
VICENZA, ITALY Vicenza Oro, January BIRMINGHAM, UK Jewellery & Watch, February ATLANTA, USA Gift & Home Show, January AUSTRALIA Showcase buying conference, Gold Coast Leading Edge buying conference, Melbourne Reed Home and gift fair, Sydney MUNICH, GERMANY Inhorgenta, February HOLLAND Huishoud Beurs, February
BOOTH NUMBER
BAYSIDE B14145
UP NEXT:
JCK LAS VEGA S
Next up is JCK Las Vegas from June 3-6, 2016. The JCK Las Vegas is the leading annual showcase in North America, and needless to say Endless will be present. Showcasing the Autumn/Winter 2016 collection, Endless will introduce a new colorful range of jewelry, including the all new Endless earring collection.
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REACHING A NEW GLOBAL AUDIENCE DRAGON AIR Location: Hong-Kong Destinations: 53 destinations across the Asia-Pacific region Inflight Magazine: Emporium Readership: 2,298,000 a month
W I T H TR A VE L R E T A I L The Endless journey has reached new and exciting heights – literally. In January 2016, Endless closed the first of three agreements with airline companies, placing Endless in premium inflight shopping magazines reaching a potential readership of 6,5 million travelers a month. ENDLESS CEO PAUL MOONGA EXPLAINS: - Travel Retail offers great growth and awareness opportunities – globally and regionally. The number of international travelers for both tourism and business is continuously growing and new routes appear all the time. It’s a unique showcase for affordable luxury products like ours, and a fantastic channel for reaching a global audience and increasing our international awareness. Therefore we are now targeting the travel retail channels.
PHILIPPINE AIRLINES Destinations: 72 destinations in Asia, Middle East, Oceania, North America and Europe. Inflight Magazine: Mabuhay Readership: Over 2,400,000 a month
promoting love in Amsterdam Airport
AIR MACAU Location: Macau Destinations: More than 20 destinations including Tokyo, Bangkok and Shanghai. Inflight Magazine: Air Macau Magazine Readership: 1,800,000 a month
On February 2nd, the grand opening of an Endless Valentine Day pop-up store at Amsterdam Airport took place, and sales kicked in immediately. It was an impressive and colorful kick-off with hundreds of balloons, flyers, promotional models, video walls and light shows. The popup store stood out beautifully, radiating positivity and love. The store attracted hundreds of travelers, who were on the look-out for a Valentine’s gift – either for that special someone or as a treat for themselves. Curious visitors also included some of the most influential bloggers in the region, who stopped by and snapped their camera. JACOB WATERHAM, COUNTRY MANAGER IN NETHERLANDS EXPLAINS: - The Endless Jewelry Valentine’s Day pop-up store at Amsterdam Airport was a great success. The main purpose of the store was to promote our brand in an international setting and with 200,000 visitors each week, Amsterdam Airport was a great location. We succeeded in creating a stunning Endless universe showcasing our colorful jewelry and the endless combinations of our beautiful charms and bracelets towards our many visitors. ENDLESS WORLD 9
SP RI N G /S U MM E R 20 1 6 Our Spring/Summer 2016 collection fuses fashion with fine jewelry, and lets you be your own designer. Lets you show your inner colors. Lets you radiate confidence and positivity.
UNDERSTAND THE DESIGNER’S INSPIRATION "I’m truly passionate about women and the positive energy they exude. This SS16 collection celebrates positivity and features loads of vibrant colors expressed with raw femininity. The collection is inspired by all the things we love about Spring and Summer. The sunshine, the warm sand, the beach and the captivating magic of the ocean – all seen in bright, sparkly gems combined with leather, gold and silver. The collection is a tribute to all women. Each piece is designed to make every woman feel unique.” – Julie Sandlau, Designer
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BUILDING THE BRAND Great brands have a vision. Great marketing creates dreams. Great products creates desire. Great visual appearance creates strong customer experience. At Endless, we believe all women deserve to feel strong, happy and colorful – because they are. That is the reason why our brand promise is “Color your life”. We deliver on this promise by offering access to a colorful universe of affordable luxury, which inspires women to color their life. This attitude makes our brand unique: Endless is a joyful outlook on life, an inspiration to share positivity and for every woman to shine her true colors with every new day.
"Endless is a joyful outlook on life, an inspiration to share positivity and for every woman to shine her true colors with every new day." Endless is a young brand with a strong vision that we – as we speak – are establishing throughout the company – ultimately creating "One Brand One Voice". We live and breathe for sharing positivity and believe by sharing positivity you will be coloring your
life. The purpose of communicating the same wording in all markets is defining a clear brand DNA and workable guidelines applicable and relevant on all touch points. Creating a strong brand experience will drive sales and deliver seasonal relevance through a clear design story. It will create alignment from the drawing board to the acquisition in store. Because a brand is more than the product itself. A great brand is a promise of the experiences customers can expect. ENDLESS JEWELRY CMO MIKKEL BERG EXPLAINS: -Today, brands have a bigger responsibility to stay true to themselves. You need to ask yourself why you exist. A vital part of being a modern brand is to show your "reason to be" to the world. You must communicate the brand purpose and promise clearly to gain the trust and love of the world.
ENDLESS AND JENNIFER LOPEZ:
THE P ER FEC T MA TC H Our partnership with Co-Designer and Brand Ambassador Jennifer Lopez truly emphasizes our brand identity, and the synergy between the Jennifer Lopez brand and Endless is incredible strong: Inspiring, feminine, beautiful, confident and smart are all words which weave Endless and Jennifer Lopez closer together. This synergy makes sure that the Endless Jewelry identity and purpose are crystal clear and puts focus on the unique strengths of Endless as a brand that inspires with possibilities, positivity and colors. Our new Spring/Summer 2016 collection and marketing material emphasize the idea of sharing positivity and showing your true colors to the world.
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L UC KY C H ARM S 3-STRING DOUBLE BRACELET
The new 3-String Double leather bracelet is an elegant, light new version of the iconic Endless leather bracelet. It’s designed to go with all Endless charms. It’s a beautiful, simple bracelet when worn alone, and adds even more spice when combined with other Endless leather bracelets and charms. This season, the new 3-String Double bracelet is introduced in two new vibrant colors in the Endless collection, Peach and Sand. LUCKY CHARMS Combine the beauty of the new bracelets with Lucky Charms to add Endless’ concept of positivity. Each charm has a symbolic meaning that can appeal to any type of personality and makes the perfect personal gift. For some women, the Horseshoe brings good luck and the Great Owl symbolizes wisdom. Lucky Charms encourage women to be their true selves by wearing the symbols that make them feel happy and confident.
THE SPRING / SUMMER
S E A T REASU RES
SEA TREASURES Sea Treasures is a tribute to all the things we adore about summer. The ocean, the sun, and the warm sand. The collection is characterized by elegant, bright colors inspired by a maritime theme, comprised of delicate treasures and underwater elements in stunning ocean hues that symbolize tranquillity and purity.
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B I R T H ST O NES BIRTHSTONES Birthstones give women the opportunity to create a bracelet that’s even more unique to them. Each month is represented by a different colored stone, adding a personal touch that can make each woman feel truly special. Women can wear their own Birthstone combined with the birthstone of their mother, sister or boyfriend to add even more meaning and sentimental value. Within the spiritual word, all stones are believed to have healing powers and energy. The energy connected to the particular stone is one of the characteristics of Birthstones.
2016 COLLECTION
J E N N I FER LO PEZ COL L E CTION
JLO COLLECTION 3-STRING DOUBLE BRACELET
The new 3-String Double leather bracelet is also introduced in the Jennifer Lopez collection. Let yourself get lost in the ambience of Teal Metallic and the feminine, yet edgy feel of Pink Metallic. The 3-String Double bracelet is a lighter version of the iconic Endless leather bracelet, designed to go with all Endless charms.
CHARMS
This season, Endless’ Brand Ambassador and Co-designer JLo created a collection she describes as edgy, feminine, raw, and powerful. Merging the sophistication of sultry pearls with a glimpse of glam rock, the charms echo an attitude of personal power, like the texture of a slinky snake, the fierceness of a claw, and the subtle shimmer of stars. Combine the new 3-String Double bracelet and new charms for the ultimate feminine and powerful statement.
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“I LOVE YOUR SMILE� A compliment is one of the things in life that is absolutely free. Share positivity and feel the difference it makes for the people you love - and yourself!
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BRACELET
€
39 FROM
+FREE
SILVER CHARM*
CO L O R Y O U R L I F E
* €19/24 SILVER CHARM
VISUAL IDENTITY REFLECTING THE BRAND A unique and relevant visual identity is key to having a strong brand. In the process of creating a new strong visual identity, Endless Jewelry has collaborated with the talented Art Director Karoline Raben, who has previously worked with global fashion brands such as Day Birger et Mikkelsen and PANDORA. Karoline shares some of the thoughts behind her work creating the new Endless Jewelry visual identity. HOW IS ENDLESS’ KEY MESSAGE OF COLORS, COMPLIMENTS AND CONFIDENCE EXPRESSED VISUALLY THROUGHOUT THE SS16 COLLECTION? In general, my goal was to create a lighter, more positive and feminine expression, including a visual way to “set the colors free”. We also wanted to create a more emotional connection to our brand and products. This inspired me to create a universe filled with soft pastels and watercolors, focusing more on the beautiful designs and making them fit elegantly into the colorful universe. We wanted the models to have a natural expression and to exude positivity. Our creative brief was to capture happiness and positivity to make the models radiate the feeling women get when they receive compliments. Of course, whether you’re giving compliments or receiving them – ultimately the outcome is positivity. HOW IS THE VISUAL STYLE OF SS16 DIFFERENT FROM EARLIER ENDLESS COLLECTIONS? The difference between the new and the former Endless universe is actually quite remarkable. First of all, we have created a recognizable visual expression throughout the collection. It’s no longer just the logo that people will recognize. What you see now is the framework for all future collections. Our pack shot universe has become lighter and more emotional.
We incorporated structures, materials, and nice, soft lighting. Together they truly highlight Endless Jewelry in the most stunning way. Again, the visual expression is light and feminine in sync with the images of the models - and the positive energy they convey.
"Our creative brief was to capture happiness and positivity to make the models radiate the feeling women get when they receive compliments."
WHAT CONSIDERATIONS DID YOU HAVE IN TERMS OF THE TARGET GROUP FOR ENDLESS? The target group is the foundation of our brand and is really the reason why we ended up with exactly this universe. The goal is that our new, yet recognizable universe, the natural expression, and the endless possibilities of combining your own pieces of jewelry, will seduce the “Endless woman”. The new universe is also designed to inspire her to have the courage to be colorful and playful in the way she combines colors. By doing so, we have made our brand image more alive and engaging, and at the same time, we emphasize the Brand Identity. ENDLESS WORLD 17
sharpening the message A new year means a new beginning. At Endless, we ambitiously strive to be a colorful, affordable luxury jewelry brand that shares positivity all over the world. That is the key messaging of our communication. To spread this message, we have increased our focus on what and how we communicate.
COLOR CONFIDENCE JLO - THE ENDLESS ICON • MORE THAN A GIFT TRULY YOU • SHARING IS MORE THAN CARING TO THE ENDLESS WOMAN YOU ARE IT'S ALL ABOUT COMPLIMENTS, CONFIDENCE AND COLORS 7 STRONG SENTENCES The departure point for all our communication is seven strong sentences, constitute our “Message Map”. These seven sentences is our new communication tool, which details key emotional selling points targeted towards our customers. They will ensure our PR partners as well as all other communication are globally aligned and will help streamline our messaging on all levels and in all media. Over time, this will support our ultimate goal at Endless; To become more than a brand or a product you wear. We want to make Endless a movement.
To support this new way of communicating, we are expanding our collaboration with bloggers and enhancing our overall presence on Social Media. This way, the messages of Endless and our core values will be spread globally, and hopefully inspiring new and existing customers to visit their local Endless shop - not only attracted by our beautiful, colorful products, but also drawn by our identity as a brand.
KE Y SALES MES S A G E S ANY MOOD ANY OCCASION Every woman is her own personal stylist. As she gets dressed in the morning, thoughts about what she feels like wearing are running through her mind. Does this silver charm on a blue leather bracelet match my flower print dress? Does it also match my new shoes? Does it make me feel confident today?
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WARDROBE PANIC? Let your customers know that our jewelry offers endless styling possibilities. Endless colors, charms, leather bracelets and luscious materials like gold and silver - in countless combinations that each woman can personalize. Perfect for any mood, any style, anytime, anywhere.
COLOR COORDINATION A key element to defining your personal style. A splash of color on your arm can easily spice up any classic outfit. Endless Jewelry can make any woman feel like she’s the queen of the night, wearing a simple, little black dress. Endless is that extra something that completes not only an outfit, but the women wearing it.
COLOR YOUR DISPLAY – VISUAL MERCHANDISING AND STYLING With this easy guide to visual merchandising, the purpose is to inspire you on how to style and decorate your display using the colorful Endless collection. It’s all about making your Endless jewelry shine the brightest, inspiring women across the world to show their true colors.
ENDLESS COMBINATIONS
Show the endless possibilities by combining the iconic tube bracelet with the new 3-String Double Bracelet, mixing silver and gold charms or arranging the charms by a theme.
SEA TREASURES
Create a maritime, summer feeling by showcasing bright, blue colors next to the warm and soft colors of sand.
MOTHER’S DAY
Create a theme of loveable and custom-made gifts with uniquely combined charms on a colorful leather bracelet.
SPRING/SUMMER
Combine bracelets and charms from existing collections with new arrivals to give them a new and fresh look! Here’s the new 3-String Double bracelet in Peach combined with our nude bracelet – all styled with charms in matching hues.
BIRTHSTONES
Encourage women to dare to be colorful. Show just how unique and meaningful our new birthstones are.
JENNIFER LOPEZ
Show how to rock the JLo collection with all of her bright colors and sparkling stones.
Find more inspiration in the visual merchandising guide which can be found in the Endless Toolbox.
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HANDMADE FINE JEWELRY From the thoughts and ideas of the designer to the craftsmanship making handmade jewelry, the vision is to create elements of beauty allowing all women to express their true colors and true personality. Set your mind free and create endless opportunities with Endless jewelry.