Pandora bracelet

Former Pandora executive accused of abandoning last jewelry business

Jesper Nielsen, a former Pandora Jewelry executive who in 2013 founded the now defunct Danish brand Endless Jewelry, has been accused of abandoning “staff” at his latest company, JN Jewelry.

A petition titled ‘Justice for our ambassadors for JN ruining their reputation‘posted on activist site describes JN Jewelry as a multi-level marketing (MLM) company that has “stop without warning. “

According to the petition, which was created by someone identified as Mary Francese, “Over 70,000 ambassadors [salespeople] worked for JN Jewelry.

He adds, “No one saw it coming. We woke up to a picture posted to a worldwide group that said, “We’re sorry…! JN is going from today all activities globally in network marketing. In the coming weeks, we will process our pending orders for customers and pay the commissions earned for our ambassadors. We would like to thank you for the past years. Your JN team. ‘”

MLM businesses, also known as “network marketing” businesses, encourage existing members to promote and sell their offers to other people and recruit others to become salespeople themselves.

Members receive a percentage of sales from the people they recruit. New hires are part of the membership network – the “downline” – and are, in turn, encouraged to make sales to earn money and recruit more people as members / salespeople.

Multi-level marketing is a legitimate business structure used by some direct selling companies to sell products and services; however, the industry has been burdened with illegal operations which are run like pyramid schemes.

The page claims that more than 4,500 orders were still awaiting shipment and that “thousands of ambassadors [members] didn’t even receive any commissions from July, let alone August. Some still have unspent credits that they issued for their paycheck in their back office.

The history of Nielsen jewelry

Nielsen was previously a member of Pandora’s international leadership team and in an interview in 2015 said Jeweler he was largely responsible for building Pandora’s presence in a number of European countries. He resigned as CEO of his Central and Western European subsidiary in 2011.

A non-competition clause prohibits him from trading in the jewelry industry for two years; he then founded Endless Jewelry in 2013.

The brand went international with 15 bracelets and 432 charms, Nielsen declaring at the time: “My charm inspiration comes mainly from Pandora and Story. [by Kranz and Ziegler], and the inspiration for the bracelet comes from Ole Lynggaard.

Nielsen claimed that Endless Jewelry had a turnover of $ 30 million (AU $ 38.5 million) in its first full year of trading and, at the end of 2014, was stocked in 3,500 stores in 16 markets.

In January 2014, Nielsen self-published a book titled Inside Pandora, which was billed as: “A simple, unconventional approach to business by one of the key players behind the billion dollar global business.”

Endless Jewelry burst onto the Australian market in February 2015 when, along with its Australian-based distributors, Nielsen traveled to Australia and personally presented the range at the Leading Edge Jewelers conference on the Gold Coast.

Following the conference, a series of invitation-only touring events were held in five capitals across the country to demonstrate that the newcomer was serious about Australasian expansion.

That same year, the brand managed to secure a three-year contract to have Jennifer Lopez be its “face,” and the singer was reported to have designed a line of bracelets and 42 charms.

Nielsen attributed much of the brand’s initial success to the experience gained working at Pandora; However, in 2016, Nielsen suddenly left Endless Jewelry less than three years after its global launch, confirming via Facebook that he had sold all of his shares in the company.

The dream collapses

The company finally collapsed in November 2016, but not before Nielsen announced plans for a new jewelry business that would draw inspiration from fast-fashion retailers.

In February 2016, just weeks after leaving his old startup, he revealed via Facebook that the new company would be called Amazing Jewelry and invited “license partners and franchise partners around the world” to express their interest in what he described as a business that followed a supermodel for fashion retail giants H&M and Zara.

At the time of publication, Jeweler was unable to determine if Amazing Jewelry is still working; however, a Shopify site exists online.

His personal website was not functioning at the time of publication, displaying the error message: “Sorry, we are doing some work on the site”.

He previously said: “Since 2003, Jesper Nielsen and the Nielsen family have developed several very successful jewelry brands around the world, opening stores in over 40 countries.”

A second petition was started by someone identified as Jaclyn Ross and “tagged” Scott Morrison, Prime Minister of Australia; Meanwhile, a third petition started by someone identified as Angela Cassidy claims to describe some of the “incredible incentives” of the Jesper Nielsen jewelry operation, including “a vacation in her Mallorcan” JN Mansion, “a car bonus , cash payments for the “Super Recruiters”, the Top Seller, etc.

Jeweler tried to contact Jesper Nielsen.

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Jesper ‘Kasi’ Nielsen works as a manager of gas stations and discount retailers in the suburbs of Copenhagen, Denmark.
2003 Inspired by a friend, Nielsen begins selling Italian costume jewelry in Germany and forms the family business Kasi Group.
2005 Nielsen is negotiating the exclusive distribution rights to sell Pandora jewelry in Germany, where it had an existing network of approximately 1,500 retailers. The Kasi group achieves a turnover of DKK 20 million and a profit of DKK 1.3 million.
2006 Nielsen persuades Pandora to allow him to open the first of what would become a worldwide network of Pandora stores.
2007 The turnover of the Kasi group amounts to DKK 190 million with a profit of DKK 17 million.
2008 Sales of the Kasi group are climbing again, reaching DKK 500 million with a profit of DKK 51 million.
The Danish private equity group Axcel buys 60% of Pandora’s capital from its founder Per Enevoldsen.
2009 Kasi Group’s turnover reaches 100 million euros.
Nielsen sells the Kasi Group distribution rights to Pandora for $ 81 million and a share of Pandora’s profits for the next five years.
2010 JAN Pandora and Kasi Group Merge to Form Pandora Central Western Europe; Pandora is the majority owner with a 51 percent stake.
OCT Pandora is listed on the Copenhagen Stock Exchange and immediately acquires the remaining 49 percent of the shares of Kasi Group to make Pandora CWE a wholly-owned subsidiary; the agreement includes a prepayment of DKK 385 million, with the remainder to be paid in 2015 in the form of a “performance-based earn-out”.
2011 JUL Jesper Nielsen and sister Annette Laustrup Nielsen resign from Pandora CWE board of directors; Annettee is also stepping down as Deputy Managing Director of Pandora CWE. Jesper stepped down as president of Pandora CWE on April 1.
2013 JUL Jesper Nielsen is launching a new Endless Jewelry business.
2014 JAN Nielsen self-publishes Inside Pandora, which is billed as: “A simple, unconventional approach to business by one of the key players behind the billion dollar global business.”
NOV Jennifer Lopez signs a three-year contract as the “face” of Endless Jewelry, designing a range of new pieces. The company reported sales of $ 30 million for the year, according to a report by Business Of Fashion.
2015 FEB Endless Jewelry launched in Australia and Nielsen reports reaching 3,300 stores in 17 markets in 19 months of operation; he told Business Of Fashion that the company plans to open an additional 3,000 outlets by the end of 2015, adding, “My vision in 20 years? I see 10,000 Endless stores around the world. Someday , I’ll hand it over to my son, and he’ll have to conquer an empire. In the same month, Nielsen claims Pandora failed to honor his earn-out payment and owes him DKK 753 million, according to a report. published in Scandinavian Retail and the Danish newspaper Berlingske Tidende.
JUNE Nielsen stepped down as CEO of Endless Jewelry and later sold his shares in the company.
2016 FEB Nielsen announces plans for Amazing Jewelry, inspired by fast fashion retailers.
APR Amazing Jewelry officially debuts with UK retailers and the press.
JUNE The first Amazing jewelry store opens in Denmark.
NOV Endless Jewelry files for bankruptcy in Germany.
2019 APR The number of Amazing Jewelry stores reaches over 60 across Europe, the United States, the Middle East, North Africa and Asia.
2020 JUL Amazing jewelry stores have reportedly started to close. The following month, Jesper Nielsen launched JN Jewelry, a tiered jewelry business, with “ambassadors” (members) in the UK.
2021 MAR JN Jewelry is expanding into Australia.
Sep JN Jewelry “ambassadors” are shocked to receive a blunt message that the business is shutting down; some claim to owe thousands of unpaid commissions, and several are launching online petitions to hold the company to account, including in Australia.


A promotional corporate video for Jesper Nielsen’s jewelry uploaded in February 2021.

A live interview with Jesper Nielsen as recent as August 2021.

More reading:
“Business as usual” after the collapse of Endless Jewelry
Endless jewelry reshuffle continues
Nielsen abandons Endless Jewelry for a new concept
Sudden exit for the founder of Endless Jewelry
An endless supply of jewelry to benefit from a new recruit
Endless Jewelry catches Pandora, Julie Sandlau exec
Endless jewelry names a new direction
Endless demand for a new Danish jewelry brand
Ambitious jewelry brand walks down

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