Danish retailer Amazing Jewelry plans to enter Indian market

By

Maverick Martins

Published
Sep 7, 2018

Danish jewelry brand Amazing Jewelry is scouting for franchise partners to enter the lucrative Indian jewellery market. The brand sees huge potential in the Indian market and plans to enter it through a partner with deep knowledge of the local market.

Amazing Jewelry does not wish to enter the competitive Indian jewellery market through company-owned stores due to a lack of knowledge toward the local market. The brand expects its India franchisers to help in market research and identify the right locations for its store openings.
 
“India is the coming market. We all are very excited about India at the moment as there is a huge population. We are looking to find the right master franchise partner for India,” Jesper Nielsen, Founder, Amazing Jewelry told India Retailing.

“We are very well placed around India. We have partners in China. We will not be opening our own stores here in India. This market is too specific. You need to have a deep knowledge about the local market, about the local things that are going on here like rentals, the people working in this sector,” Nielsen added.
 
Amazing Jewelry’s unique selling point is its affordability and Indian consumers have always been very price sensitive, which is why the brand is confident it will do well in the country.
 
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.