| In the beginning Trollbeads were the brain child of | | | | was Trollbeads using a foxtail bracelet that |
| one Danish goldsmith Svend Nielsen, a unique | | | | murano glass, cast silver and gold beads would |
| jewelery gift for friends and family back in 1976 | | | | slide on and off at anytime. |
| now in 2008 Trollbeads are one of the fastest | | | | This premise of a piece of jewelery that can be |
| selling jewelery items not only in Denmark but | | | | as liquid as choosing an outfit for a night out, has |
| world wide. | | | | captured the imagination of women and men all |
| What is it that makes Trollbeads jewelery so | | | | over the world. Now into there 32nd year |
| attractive to such a wide and varied customer | | | | Trollbeads led by the second generation of the |
| profile? This is the question that lies on everyone's | | | | family Lise Aagaard, and what has kept Trollbeads |
| lips both within the jewelery trade and the | | | | at the forefront of this new and expanding |
| consumer alike. Part of the answer to this | | | | jewelery market is that they are not afraid to |
| question lies in the premise that Svend Nielsen had | | | | innovate and diversify, with the company |
| when he created the first Trollbead, he had seen | | | | discontinuing many of their favourite beads to |
| the historic success of the traditional charm | | | | bring new beads into the range to keep the range |
| bracelet with gold and silver charms that would be | | | | fresh and new for all of their fans. Beads like the |
| solder to a traditional bracelet. This traditional style | | | | amber beads launched in 2007 and the Spring Kit |
| of jewelery had been successful for many, many | | | | have kept the Trollbead enthusiast enthralled at |
| years because of the way that people could | | | | what may be next, whilst the expansion into |
| collect charms and personalize their bracelet, | | | | trollbead rings this season will really wow all of |
| however once the charms were on the charm | | | | those who want more than just Trollbead |
| bracelet the style would be fixed and only large | | | | bracelets and necklaces. |
| upheaval and cost would alter the style of the | | | | This constant liquidity of change and evolution is |
| bracelet. Svend Nielsen premise was to create a | | | | what has made Trollbeads so famous and is what |
| charm bracelet that could be personalized similar | | | | has given the company such a huge following |
| to the traditional charm bracelet but would be able | | | | throughout the world so maybe it is time that |
| to be altered and changed at the drop of a hat | | | | you joined the club and started collecting your |
| with no technical knowledge needed. His creation | | | | own Trollbead piece of jewelery. |