On the eve of its arrival in New Zealand, Danish jewellery brand Endless Jewelry has launched in Asia with a colourful and show-stopping party in Taiwan attended by the who’s who of Asian media and celebrities.

In front of 300 VIP guests, celebrities and more than 100 media representatives from Denmark, Taiwan, China, Hong Kong, Malaysia and Singapore, Endless Jewelry hosted the event in Taipei, the heart of Taiwan’s fashionable capital, while celebrating it 23rd market worldwide just two years since launching.

The event included speeches from Endless founder, Jesper Nielsen, on-stage interviews with some of the biggest local celebrities, and a glamorous fashion show showcasing Endless Jewelry.

“The opening in Taiwan marked the entrance into our fourth continent. Our Taiwanese team arranged a truly amazing event and opening party in the true spirit of Endless Jewelry,” said Nielsen.

“The buzz in this opening week proves that our designs and brand have a truly global appeal to the modern woman.”

According to Endless Jewelry CEO for the Greater China Region, Michael Thomsen, the company has been preparing for this launch for several months. “We prepared for 300 guests and made room for 100 media representatives, but we had to bring in dozens of extra chairs and in the end – many more people stood to watch the show.

“Endless Jewelry is completely new to this market, and it will take time to build our brand here. By opening with the attendance of basically all media in the region, as well as some of the main celebrities, we have already come a long way. I anticipate we will reach USD $5 million in sales the first year, which will be a good start of our Asian business.”

Endless Jewelry, with Jennifer Lopez as designer and spokesperson for the brand, is now available in more than 3,500 stores in 23 markets on four continents.