I prefer to
write about smaller design companies rather than high street brands but once in
a while a larger brand can have a unique product. I have had some involvement
with the Danish company Troll Beads. I do have to say I was surprised at both
the quality and design content of their products, which does feature one-off
unique beads.
Their story
started in Denmark in 1976. The first bead, which later gave name to the Troll
Beads collection, was a small bead decorated with six faces of trolls. It was
designed by Søren Silversmith and sold from his father Svend's jewelry shop in
central Copenhagen. The 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 on each bracelet, customers then started to request extra
beads. Until the year 2000 the family designed the full range. However, to
increase the diversity of the collection, ten famous Danish jewelry designers
were invited to make a signature Troll Bead and today many of these designers
still continue to work with the company. In 2001 the first glass beads, made of
Italian glass where featured and have since built up a huge following
worldwide.
From this
original starting point the collection has grown to include; bracelets, charms
and beads, bangles, necklaces, rings and earrings. The concept of personalised
jewelry where you can add your favorite beads to your jewelry pieces has
continued and been copied by many other well-known retailers. Today Troll Beads
are sold in more than thirty countries. The full collection features over 600
different beads designed by ninety internationally renowned designers in collaboration
with the Nielsen/Aagaard family, who are still actively involved in production
and the design process.
Many
customers have become quite serious about their Troll Bead collections and have
formed clubs and hold online forums. An annual design competition enabled
customers to design a bead which is then put into production and sold in the
collection.
Despite the
growth of the business, they have stayed true to both the original conception
and the needs and wishes of their customer base. Creativity and the chance to
experiment and change your jewelry easily, is as true today as it was in 1976.
I think this is something quite rare and to able to continue to produce a
well-designed product with love is unique in today’s climate.
Have fun creating….Sara x
