The Aagaard family

1976

The original since 1976

The story of the original and unique Trollbeads starts in Denmark. Trollbeads is born as a family company and still today it remains so.

“Some have ideas, some have talent for design, some can find technical solutions and others still have the courage to make it happen. And all of us enjoy working together on a project. It’s that simple".

- Lise Aagaard.

THE FIRST SILVER BEAD
1976

Faces was the very first bead in the collection. It is a silver bead combined of six faces, and it is designed by Lise Aagaard’s brother, Søren "Silversmith" Nielsen.

Trollbeads are made with a blend of new and ancient techniques. Most silver Trollbeads are modelled using the 3000-year-old technique, the so-called 'cire perdu' or 'lost wax'-method.

1988

GOLD ENTERS THE COLLECTION

For thousands of years gold has been the ultimate symbol of power, wealth and divinity. Trollbeads are made in 18K gold – the perfect balance of purity and strength.

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2000

GROWING THE FAMILY

Until 2000, all beads were designed by the Nielsen/Aagaard family. To increase diversity of the collection, 10 Danish jewelry designers were invited to design for Trollbeads. Today, we count more than 60 Trollbeads designers.

Meet the Designers

2000

THE CHARACTERISTIC CLASP

The first characteristic Trollbeads locks are added to the collection. The idea of letting the lock be a piece of jewelry in itself is still unique for the Trollbeads brand today.

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Glass beads

2001

In 2001, the glass beads became a fascinating and colorful addition to the Trollbeads collection. Traditionally, glass beads have been used by themselves on jewelry. It was therefore an innovative new approach when Trollbeads began to combine the living and colorful glass with gemstone beads, gold and silver.

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THE FANTASY NECKLACE
2003

ANOTHER WAY TO CARRY YOUR BEADS
In 2003 the Trollbeads collection is extended with the Fantasy Necklace. You can design and combine the Fantasy Necklace in endless ways, using beads and pendants from the collection.

TROLLBEADS GOES ABROAD
In 2003, Trollbeads adventures start in new countries: Hong Kong, USA and Spain. Today you can find Trollbeads in more than 40 countries all over the world.

Model wearing trollbeads earring
earrings
2004
New, adorable designs were released to compliment the original concept.
Shop Earrings Shop Earring Pendants
Foxtail silver bracelet with beads and lock
THE STERLING SILVER BRACELET
2005
With the new design and changeable locks it was made possible to design and redesign your bracelet every day!
Shop the silver Bracelet Shop all bracelets
Woman making unique beads

UNIQUES

2005

Alongside Tibet Charity, Lise Aagaard developed the Tibet Beads project in 2005 to give unemployed Tibetan refugees in India an opportunity to learn new skills and earn an income.

“If you really want to help people in the third world countries to develop economically, you must teach them what it is you are successfully doing.”

UNIQUE beads are truly special to Trollbeads. It began as a charity project, proving self-sustainable workshops for people in Asia, giving them an opportunity to express themselves and create art.
They ended up creating UNIQUES.

Amber & Play
2007

THE NORDIC GOLD
Amber is added to the collection. 50 million years on the way to your bracelet. It is almost incomprehensible how long ago that is, but that specific moment in time is what we see.

PLAYING WITH THE CUSTOMERS
Trollbeads starts a big online event that shows the playfulness of the brand: “Where did you take your Trollbeads this summer”?

Since then, more events have been created which provides opportunity to activate our customers and to interact with each other.

Raw gemstones

Gemstones

2008

Gemstones are added to the Trollbeads Collection

Born under enormous pressure since the dawn of time, these pieces of raw rocks are dug out of the bowels of the earth and made into exquisite jewelry of timeless beauty.

Shop Gemstone Beads
Time for rings
2008

A beautiful collection of rings sees the light of day. Many of the spectacular designs are still in the collection.

2009 - more Events

6 hands with every wrist containing a trollbeads bracelet and beads

People's Bead

Trollbeads is among the very first to offer co-creation in the event People's Bead.

Fans and customers are invited to design a bead in the People's Bead competition.

Read more about People's Bead

SMILING BEAD EVENT

Retailers across the world were distributing limited edition Smiley beads. Attached to a note which asked the finder to go to a website and share how they found the bead. More than 3,500 people from 32 lands shared heartfelt and funny stories.

SHARE A CHRISTMAS CARD 

Trollbeads encourage everyone to share their Christmas enthusiasm and celebration by joining the event and send Christmas cards to at least five people all around the world.

Group of indian women in Jaipur

JAIPUR, INDIAN UNIQUES WORKSHOP

2009

Following the first Uniques project, Lise Aagaard decided to start a project in Jaipur.

This time the focus was on helping women with a challenging background.

Read about our responsibility

2010

GIF of beads from the travel category

World Tour

13 countries each had 4 beads created which symbolized their country. The once involved were: Australia, Austria, Denmark, Germany, Hong Kong, Italy, Japan, Lithuania, Netherlands, South Africa, Switzerland, U.K. and the U.S.A.

Lise Aagaard next to a group of people that were a part of Uniques project

Malawi Uniques Workshop

Just like the project in India, Trollbeads funded the Malawi Trollbeads Workshop, which gave a group of challenged young people the opportunity to learn the artistry of making glass beads.

THE LEATHER BRACELET

Launch of a new way to carry your beads - the leather bracelet. The bracelet should be twisted around the wrist twice and closed with a clasp which is sold seperately.

Buy leather bracelet

2012

INTRODUCING THE BANGLE

The bangle is introduced in the Trollbeads Collection. Launched in Sterling silver, gold plated and copper.

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Mother's day

The first Mother’s Day bead is introduced: Joyful

Since then many more have been created.

See more ideas for mom
Trollbeads headquarter building

Toldbodgade

Trollbeads moves to Toldbodgade

Lise designs the façade of the building, and it is ready for the Trollbeads family to move in, in 2012.

did you know that there are small lizards hidden in the pattern of the facade?

2013 – LIMITED EDITION BRACELETS ARE INTRODUCED

A bracelet including a new glass bead, new silver bead and a new lock. The bracelet can only be bought as a finished piece.

2014 - TROLLBEADS DAY

The first time celebrating Trollbeads Day online and in stores all over the world. A true party!

2015 – BLACK FRIDAY

Trollbeads decided to celebrate Black Friday in a different manner and released the first Black Friday limited edition bead in 2015 – Midnight Brilliance

Ocean bead close up

2016

2016 Deep Ocean was introduced. A new type of bead with a different shape and many detailed layers.

different Tiaras
Princess of the gala
2016
In 2016 it was time to feel like a princess. The Trollbeads Tiara takes a revolutionary approach to jewelry design, allowing you to create your own tiara by using beautiful spacers and beads.
Explore our Hair Jewelry
bead of pokemon ball
Pokeball event
2016
Glass beads looking like Pokeballs where scattered around the world for customers to find. This resulted in many great photos and stories.
Explore more Events
Ring of change
Ring of Change
2016
The first customizable ring was introduced. Now you could wear your most precious Trollbeads on your finger.
Explore all Rings Buy beads
Model wearing Neck Bangle and trollbeads bracelet with beads
Neck Bangle
2016
The beautiful neck bangle was launched. It is beautiful in itself but is also stunning with beads and pendants from the entire collection. Another piece of jewelry which can be customised to your desire.
Shop silver neck bangle
Trollbeads tricks

2017

TROLLBEADS TRICK

Trollbeads introduce Trollbeads Tricks and share some of the many different stylings you can do with Trollbeads jewelry.

2017

MEN’S COLLECTION IS INTRODUCED

34 new finished pieces were released. This included several leather bracelets, sterling silver bracelets and leather and sterling silver necklaces.

Shop for him

2018

THE FIRST FATHER'S DAY BEAD

Shield; Sterling silver bead. To protect and to care.

Love is the true shield.

Explore Father's day gifts
Trollbeads Hair Comb with a gold bead, a aventurine bead and 2 silver spacers

More hair jewelry

2018

We welcome the French Twist Comb and Alice band to the collection. Now you can style your hairdo with your favorite Trollbeads.

Shop Hair jewelry
ROUND GEMSTONES & PORCELAIN BEADS
2019

Round gemstones
Gemstones are introduced in a smaller, round version, with a smooth surface.

Porcelain beads
First time introduced as limited editions for Trollbeads Day in 2019.

Blue leather bracelet from Trollbeads, with beads in blue, white and silver
Model wearing porcelain beads on blue leather bracelet
People's Uniques event
2020
An exciting event that uncovers our customers favorite Uniques. The six winning beads become a Limited-edition Uniques kit
Read about People's Uniques
Trollbeads Gemstone necklaces from the dream necklace kollection
New Necklace type
2022
The gemstone necklaces have varying gemstones,
beautifully combined in spectacular patterns.
Use a Trollbeads clasp to close the necklace.
Shop necklaces