Danish jewelry aims to top the Malaysian market

Endless Jewelry has opened 4 shops in 5 months in Malaysia.

The Danish jewelry brand, Endless Jewelry, has stormed into the Malaysian market, since it opened its first shop December 2015. Within 5 months the brand have expanded from 1 to 4 shop in Malaysia.

The succesful start was marked with an official launch in Kuala Lumpur, where they also showcased its Spring/Summer 2016 collection of leather bracelets and charms, including designs by Endless icon, brand ambassador and co-designer, Jennifer Lopez.

“We are sure the image and brand of Endless will reach a new height following the grand launch event”, states Wong Yuen Peng, General Manager at Gimax, distributor for Endless Jewelry in Malaysia, as she reports from the event:

“The media attendance was extremely high where we have 62 pax from 41 media titles. The success again proved that Endless Jewelry is well liked by Malaysians and we are really happy to be part of this growing brand”.

Got in touch with Malaysia a year ago

Endless’ only got in touch with Wong Yuen Peng and the Malaysian market a year ago in April 2015 before they signed the sole distributorship agreement with Grimax in July 2015.

“Since then onwards, we have been working non-stop to make it a success in Malaysia. This include finding the best location in the best mall in Klang Valley for our stores, A&P preparation, marketing, product training, operation set-up and so on”, Wong Yuen Peng tells.

Endless is well-known for its colorful leather bracelets and charms, which is a quite a new concept to the Malaysia market.

“The jewelry industry has been quite predictable for the past few years with products mostly made from gold, silver, rose gold and so on. Customers are very excited when they saw Endless’ beautiful products and of course, with Jennifer Lopez as our brand ambassador and co-designer, the brand is easily accepted by customers here”, Wong Yuen Peng asses.

No plans of slowing down

Endless has come along to spread in Malaysia rapidly, opening 4 shops in 5 monts. 1 mono-brand shop and 3 shop-in-shop in high end department stores. However Wong Yuen Peng and Endless have no plans of slowing down.

“We are already in 3 of the top 5 malls in Klang Valley and expecting to be in the other 2 by end of this year”, she tells and adds that securing a shop in a top mall is not easy as the waiting list can be very long. The right brand is key and that’s also one of the reasons behind Endless shops has popped up like pimples on a boy scout, according to Wong Yuen Peng:

“With the strong marketing and great products, Endless Jewelry is very welcomed by these departmental stores. By working with them, it has increased our speed in outlets opening in top shopping malls”.

Wong Yuen Peng moreover states that the expanding has followed her expectations for Endless in Malaysia.

No. 1 jewelry brand within 5 years

What’s Endless strategy for the future in Malaysia?

“We will continue to open more stores in every states in Malaysia and continue with the strong A&P to promote this brand”, Wong Yuen Peng says.

And likewise what are the ambitions for the future in Malaysia? 

“We aim to make Endless Jewelry the most sought after and No. 1 jewelry brand in Malaysia within 5 years time”.

Endless Jewelry Malaysia is the first in South East Asia. Since its global launch in 2013, Endless Jewelry has 3,000 points of sales across 32 countries.

Endless Jewelry Malaysia chief innovation officer KB Ng, Ning Baizura, Endless Jewelry Malaysia director Lee Seing Wah, Lynn Lim, Endless Jewelry chief executive officer Paul Moonga, Wong, Chee and Chia at the official launch of Endless Jewelry Malaysia.