Our Story

An extraordinary universe of colour, creativity and play. The Trollbeads family have designed beautiful beads since 1976. Discover how six small beads evolved into the world's first and finest bead-on-bracelet concept that has charmed women all over the world. Join us as we take you on a journey of high-quality materials, craftsmanship and creativity.

Our Story

The First Trollbeads

The story about the original and unique Trollbeads started in Denmark in 1976. The first bead was a small sterling silver bead decorated with no less than 6 faces. The bead was cleverly designed to show a face however you look at it. It was designed by Søren Silversmith and sold from his father’s jewellery shop in central Copenhagen.

The first beads were created at a time where it was fashionable to have a silver bead hanging on a leather thong around the neck. But instead of letting the bead hang in an eyelet, Søren wanted to let the leather cord go through the bead. Later on, Søren's sister, Lise, began to put the beads on silver bracelets - one bead on each bracelet.

The first Trollbeads store in Lyngby, Denmark
Our Story

Customers' Choice

Lise opened another jewellery store and one day a customer asked to have an extra bead put on her bracelet. The storekeeper was surprised but followed the customer's wish. From then on, the Trollbeads movement started.

In cooperation with the customers and according to their wishes, the collection grew. This was the invention and beginning of the original beads-on-bracelet concept that today is enjoyed worldwide.

Our Story

A Growing Collection

As the beads became more and more popular, the collection steadily grew and became more diversified. Gold and pearl beads were introduced, and new locks were designed making it possible to add or remove beads, and experiment with different combinations at home, without the use of tools.

In 2001 the first glass beads entered the Trollbeads collection and since then the demand has grown exponentially. Later amber, gemstones and copper also became part of the collection. Today you can find over 600 different beads designs - each with their own unique details and story.

The members of the Aagaard family
Our Story

Family First

Family has always been an important part of Trollbeads and to this day, members of the creative Nielsen/Aagaard family still participate in the actual sculpture of the beads, as well as the manufacturing. Until the year 2000 every design came from the family. Hereafter, 10 famous Danish jewellery designers was invited to make a signature Trollbead for the collection to increase the diversity. Many of the designers still add beads to the collection every year. The family continues to contribute with designs for new beads, but today Trollbeads has grown to include over 90 internationally renowned designers and the beads are sold in more than 30 countries across the globe.