The Concept

Behind Trollbeads - the original concept

Trollbeads A/S is a family business and the creator of the original "bead on bracelet" concept. In this day and age, it is not often you see a traditional family business, however, the Nielsen/Aagaard family is real life proof that it is still possible to run a successful business with your family, while having fun at the same time.

Every Story has a Bead

Memories for life

Get started with Trollbeads by collecting a bracelet that fits your style, memories and personality. Let your Trollbeads tell the best or most meaningful stories of your life by following three simple steps:

1. Select a bracelet
2. Select beads
3. Select a lock

Collect your own unique bracelet or necklace by adding a lock and beads to a chain and decide which story you want to tell. You can also collect a bracelet entirely from beauty, diversity, colours or occasion.

Behind Trollbeads

The combination of originality, creativity, very high quality, and a love for quirkiness is what makes Trollbeads different from other jewellery.

We believe that the urge to collect is a basic instinct. Our whole life is built up by memories and Trollbeads gives you the chance to symbolically carry these memories with you or just to have fun with them. We enjoy that our customers inspire us and keep on developing the concept.

Trollbeads was created in collaboration with the customers when the customers developed the concept of putting several beads on the bracelets, and even today our customers continue to inspire us and fill us with enthusiasm.

The idea behind Trollbeads is that it is a bead-on-bracelet/-necklace/-earring product, where you can build your own story by adding the beads the way you want to. You can collect a bracelet entirely from beauty, diversity and colours that fit your clothes, personality or memories.

Customer Interaction

It is thanks to customers who have become loyal collectors and 'fans' of Trollbeads, that Trollbeads' has gained commercial success.

"People are always commenting on my bracelets. I think it is fascinating to think that an item of jewellery can spark off a conversation - quite simply, it forms a connection between otherwise unconnected people" Lora Durr, Trollbeads fan.