Danish jewellery chain Amazing Jewelry has very ambitious expansion plans. By the end of next year, it should already have around 100 stores and that number should grow to 5,000 in 2025. For Belgium, it has plans for Antwerp and Brussels, with others to follow afterwards.
5,000 winkels in 10 years
The store formula, only launched earlier this year by Jesper Nielsen, aims to create beautiful and affordable jewelry for everyone, instead of only catering to the richest customers. With prices ranging from 10 to 100 euro, it labels itself as the “H&M or Zara of the jewelry industry”. The reason for its relatively low prices is that it cuts out the middle man, leaving plenty of margins for the franchisees. “We offer high quality jewelry, three times cheaper”, the founder Jesper Nielsen said.
Its young and trendy shops, with fashion shows, dj sets and competitions, should start popping up all across the world, starting with some 100 stores by the end of 2017. Antwerp and Brussels will be the first Belgian cities to welcome Amazing Jewelry, but other cities should soon follow. In 2025, the chain hopes to have some 5,000 stores all across the globe, obviously accompanied by a web shop.
