Danish retailer Amazing Jewelry to enter Dutch market

Danish jewelry brand Amazing Jewelry will be debuting in the Netherlands. In March, the retailer will land at Utrecht’s Hoog Catharijne mall, which is also home to retailers such as Hunkemöller’s HKMX sportswear, C&A, Bershka and Hema.


Amazing Jewelry collection - Photo: Amazing Jewelry Facebook

Dutch entrepreneurs Terence Jacometti and Hanna Twelkemeijer recently signed the franchise agreement and will further roll out the concept in the Netherlands, reports De Nationale Franchise Gids ('Dutch franchise publication'). The Dutch franchisers will also start working with other partners to open additional locations across the country.

Jesper Nielsen, founder of Amazing Jewelry is looking forward to the Dutch expansion: “With Amazing Jewelry we want to be the Zara within our industry,' he said. "We sell high quality handmade jewelry for a price that is 30-50% lower than usual. I have high expectations for the Netherlands and have a lot of confidence in our master franchise partner.”

Nielsen launched Amazing Jewelry in 2016 in Copenhagen. The brand is currently opening stores across Europe and expects about 100 additional store openings in the coming months. Nielsen is a former executive of Danish jewelry house Pandora and is also known for establishing Endless Jewelry. In addition to Europe, Amazing Jewelry also recently announced that it is entering the Latin-American market.

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