How Trollbeads Maintain Their Individuality

In the beginning Trollbeads were the brain child of one Danish goldsmith Svend Nielsen, a unique jewellery gift for friends and family back in 1976 now in 2008 Trollbeads are one of the fastest selling jewellery items not only in Denmark but world wide.

What is it that makes Trollbeads jewellery so attractive to such a wide and varied customer profile? This is the question that lies on everyone’s lips both within the jewellery trade and the consumer alike. Part of the answer to this question lies in the premise that Svend Nielsen had when he created the first Trollbead, he had seen the historic success of the traditional charm bracelet with gold and silver charms that would be solder to a traditional bracelet. This traditional  style of jewellery had been successful for many, many years because of the way that people could collect charms and personalise their bracelet, however once the charms were on the charm bracelet the style would be fixed and only large upheaval and cost would alter the style of the bracelet.  Svend Nielsen premise was to create a charm bracelet that could be personalised similar to the traditional charm bracelet but would be able to be altered and changed at the drop of a hat with no technical knowledge needed. His creation was Trollbeads using a foxtail bracelet that murano glass, cast silver and gold beads would slide on and off at anytime.

This premise of a piece of jewellery that can be as liquid as choosing an outfit for a night out, has captured the imagination of women and men all over the world. Now into there 32nd year Trollbeads led by the second generation of the family Lise Aagaard, and what has kept Trollbeads at the forefront of this new and expanding jewellery market is that they are not afraid to innovate and diversify, with the company discontinuing many of their favourite beads to bring new beads into the range to keep the range fresh and new for all of their fans. Beads like the amber beads launched in 2007 and the Spring Kit have kept the Trollbead enthusiast enthralled at what may be next, whilst the expansion into trollbead rings this season will really wow all of those who want more than just Trollbead bracelets and necklaces.

This constant liquidity of change and evolution is what has made Trollbeads so famous and is what has given the company such a huge following throughout the world so maybe it is time that you joined the club and started collecting your own Trollbead piece of jewellery.