This article first appeared in The Edge Financial Daily, on January 19, 2016.

COLOURFUL Danish fashion jewellery brand, Endless Jewelry has just arrived on our shores with a line of trendy bracelets. Created by Danish entrepreneur Jesper Nielsen, Endless Jewelry is born out of the idea that designer jewellery can be made affordable to a wider demographic of customers. 

Prior to starting the brand, Jesper Nielsen has had a long history in the jewellery business and was inspired to create a brand with a broad appeal. Since its launch in 2013, Endless Jewelry is now available in 30 countries. Malaysia has the honour of being the first country in Southeast Asia to open an Endless Jewelry boutique and the second in Asia after Taiwan.  The brand features a range of leather bracelets that come in 25 colours and more than 600 charms that suits any mood, personality or outfit. Colourful and easily customisable, the bracelets come in single, double or triple wrap styles and the charms come in sterling silver plated while also having the option of them being rhodium, gold plated and rose gold plated.  As a result, it allows women to easily show off their personal style by creating and choosing their own designs. 

Apart from the normal range of bracelets and charms, Endless Jewelry’s celebrity ambassador Jennifer Lopez currently has an award-winning collection for the brand. The J Lo collection is a combination of glamorous and edgy designs inspired and designed by Lopez herself. Consisting seven bracelet colours and more than 100 charms, the collection is available at the Endless Jewelry store in Sunway Pyramid. The bracelets are priced from RM299 onwards while the charms are priced from RM119 onwards.