Trollbeads (Troldekugler)

Trollbeads (Troldekugler)
Private/Jewellery Designer
Industry Jewellery/Jewellers and Silversmiths
Founded 1976 in Copenhagen, Denmark
Headquarters Copenhagen, Denmark
Key people
 Lise Aagaard, Founder.
Jan Stig Andersen, CEO.
Slogan The Original
Website http://trollbeads.com/
http://www.trollbeadsuniverse.com/

Trollbeads (Danish: Troldekugler) is a Danish jewelry company with a worldwide distribution of its original jewelry concept.[1][2] Since 1976 the company has designed, produced and distributed Murano Glass, Silver, Gold and Semi Precious Stone beads to be worn on a bracelet or necklace, either separately or in combinations of multiple beads. Prior to 2001, the Trollbeads collection consisted exclusively of silver and gold charms,[3] but the concept has since been expanded to include rings and earrings, and variations of these core product groups. The product line still includes silver and gold, as well as glass, gemstones, leather and more.[4] The company releases two large seasonal collections annually (Spring and Autumn), as well as a number of smaller collections for holidays such as Valentine’s Day, Mother’s Day, Halloween and more.

The concept was developed in 1976 by silversmith Svend Nielsen. Svend Nielsen’s daughter, Lise Aagaard, later invented the glass bead and founded a separate company under the name Lise Aagaard Copenhagen to distribute the silver and glass beads. She served as head of the company until 2012, when Jan Stig Andersen was appointed CEO. In that same year, the company officially changed its name to Trollbeads.

Trollbeads is headquartered in Copenhagen, Denmark.[5]

The Trollbeads Tagline

The Trollbeads tagline is ”The Original Since 1976”, which is a reference to the so-called “bead on bracelet” concept, first developed in its current form by Trollbeads in 1976. The concept remains at the core of the company’s entire product line.[6]

Products

Trollbeads From 1976 to 2000, all Trollbeads products were designed by Søren Nielsen, Lise Aagaard, and other members of the family. Since 2000, the company has made use of a growing number of independent designers. All beads are handmade and thus vary in appearance and – in the case of the glass beads – in size.

People's Bead The company hosts an annual event during which anyone may submit their own designs and vote for the submissions of others. The winning entry is declared the “People’s Bead” for that year and put into production. In 2012, there were 11 winners, resulting in People’s Bead being launched as a whole collection.[7]

Materials Trollbeads jewelry is made exclusively with precious metals, at the time of this writing in the form of sterling silver for all silver products, 22-carat gold leaf for inclusions in glass beads, 18-carat gold for beads, rings and locks, and 14-carat gold for bracelets, necklaces and safety chains.[8] In addition to these precious metals, the company uses freshwater pearls, gemstones, leather, glass and Swarovski crystals.[9]

Internationally

Distribution Since the company began marketing their beads outside of Denmark in the early 2000s, Trollbeads has expanded its distribution to include more than 35 countries.[10] In most countries distribution is handled locally by independent distributors, with the exception of Scandinavia and the US, where distribution is handled by subsidiaries of Trollbeads itself.[11][12]

Online Trollbeads’ primary online platform is Trollbeads Universe. In addition to this, the company runs a number of websites dedicated to its products, and maintains profiles on various social media sites such as Facebook, Twitter, Pinterest and others.[13]

Social Involvement Trollbeads strives to maintain a socially responsible reputation, and to this end it joined the international Responsible Jewellery Council as a full member in 2012. Additionally, the company has been involved in a number of charitable activities, including projects in India and Malawi aimed at educating underprivileged people in all aspects of running a jewelry company.[14] Both projects have resulted in sustainable businesses.

External links

References

  1. ↑ "Inimitable Trollbeads" (PDF). The Jeweller, Oct 2007.
  2. ↑ http://productreviews.2020ebiz.net/?p=168
  3. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/the-story
  4. ↑ http://www.trollbeadsuniverse.com/global/en-us/products
  5. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/contact-us
  6. ↑ http://www.trollbeads.com/global/en-us/about-trollbeads/what-is-trollbeads
  7. ↑ http://www.trollbeadsuniverse.com/global/en-us/news/peoples-bead-2012-winners
  8. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/faq#24
  9. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/the-products
  10. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/the-story
  11. ↑ http://www.tnordic.com/
  12. ↑ http://www.trollbeads-unitedstates.com
  13. ↑ http://www.trollbeadsuniverse.com/
  14. ↑ http://www.trollbeadsuniverse.com/global/en-us/about-trollbeads/our-responsibility
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