Nielsen revealed via Facebook that he would soon launch a business called Amazing Jewelry.
Earlier this month, Nielsen invited “licence partners and franchise partners worldwide” to express their interest in what he described as a business that followed a similar model to fashion retail powerhouses H&M and Zara. Both retailers operate under the proviso of offering fashionable items at attractive price points.
Speaking with Jeweller, Nielsen elaborated on the concept, stating that Amazing Jewelry would focus on providing trend-based jewellery at prices up to 70 per cent lower than competitors while maintaining the same quality.
He said the price for any jewellery item would not exceed US$99 (AU$138), adding that Amazing Jewelry product would be produced via the same Asian manufacturing channels as existing, higher-priced brands, but that gross margins would be lowered.
Nielsen also explained that all Amazing Jewelry outlets would be brand-only stores and located on high streets or in shopping centres, noting that he had no plans to stock the range in multi-branded retail stores.
Distribution channels
Nielsen confirmed the first Amazing Jewelry store would open in Copenhagen, Denmark in May this year, with subsequent outlets opening in Germany, Scandinavia and the UK. He also confirmed plans to launch in the US, Russia and China in 2017.
When asked if he planned to extend distribution to Australia and New Zealand, Nielsen expressed interest in the markets but stated he would need to “team up with strong local partners” first.
It was said Nielsen aimed to have 50 stores operating worldwide by the end of 2016 and 500 by the end of 2018.
As previously reported by Jeweller, Nielsen made international headlines earlier this month when he announced his abrupt departure from Endless, less than three years after its global launch.
Since Nielsen founded the business in 2013, Endless has expanded to more than 30 international markets and currently has more than 3,500 retail stockists established across Europe, the US, Asia, Australia and New Zealand. The business launched in Australia in February 2015.
Media sources indicated there was a possibility that the new Amazing Jewelry stores would carry Endless product.
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