Danish jewelry formula Amazing Jewelry will now also enter the Dutch market, after it had already entered the Belgian market last year. The “Zara of the jewelry industry” recently signed a master franchise deal and the first store will open in Utrecht.
First store in Utrecht
The first Dutch Amazing Jewelry store will open its doors in the remodeled shopping center Hoog Catharijne in Utrecht. The Danish formula signed a master franchise agreement with Terence Jacometti and Hanna Twelkemeijer. “We want to be the Zara of our own industry with Amazing Jewelry”, founder Jasper Nielsen said, referring to the fact that the collection changes every three to four weeks. “We sell high-quality, hand-made jewelry priced 30 to 50 % lower than usual. We are currently opening stores all across Europe and we expect to open 100 stores in the next few months.
Amazing Jewelry opened stores in Antwerp and Brussels last year, with a specific interior design focused on millennials: cool and trendy, with plenty of experiences, including a selfie wall, smartphone charging stations, DJ sets and other events. The chain targets about fifteen stores in Belgium, but it is not clear how many it will open in the Netherlands. However, Nielsen (who previously helped found jewelry chain Pandora) has “high expectations and a lot of faith in our master franchise partner”.