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Celebrating
50 years of
Trollbeads
This year, Trollbeads celebrates 50 years since its first bead. What began in 1976 as a simple silver bead with a unique hole design has become a global design icon. Today, Trollbeads is recognised as the original beads-on-bracelet brand, where jewellery becomes storytelling and every bead holds meaning. This anniversary honours five decades of creativity, craftsmanship, personal expression, and the many stories customers have carried in their jewellery.
Every story has a bead.
At Trollbeads, jewellery has always been more than decoration. It should express the wearer’s personal stories, memories and emotions. Inspired by mythology, nature, global cultures and the subtle beauty of everyday life, each bead is imagined as a tiny work of art.
Using the finest materials including sterling silver, 18-karat gold, gold-plated accents, Italian glass, pearls, amber and gemstones, Trollbeads blends traditional jewellery craftsmanship with modern techniques. The result is a collection where artistry, heritage and innovation meet, and every bead captures a unique story through its colour, details, light and character.
Craftsmanship is central to our brand: our glass beads, introduced in 2001, are individually shaped over an open flame, giving each one unique depth and character.
Our concept concept lets every customer design their own jewellery by choosing beads, clasps and carriers — creating pieces that evolve with milestones, travels, dreams and memories.
The creative spirit has always been the heartbeat of Trollbeads. It began with parents Svend and Inga (on the image), whose world was filled with imagination and crafts. Their four children all contributed to the Trollbeads universe in their own ways, each guided by a shared love of creativity. The first bead was created by their son, Søren. Later Lise, their daughter, founded the company and introduced the magic of glass. Today, they, along with new generations and their spouses, carry the story forward, each adding their own spark to a family adventure that keeps growing.
“Trollbeads is certainly part of the Danish design heritage, celebrated for its blend of quality and beauty. However, our inspirations are not limited to Denmark alone. Our collections are incredibly diverse, drawing from cultures around the globe. Collecting and wearing beads is a timeless and universal tradition that transcends borders.”
- Lise Aagaard, Founder & Creative Director
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“The essence of Trollbeads lies in our deep respect and admiration for creativity. For me, creativity is more than just beautiful design; it is about unique stories, irresistible journeys, endless discoveries, and solid craftsmanship. The Trollbeads woman is anyone who appreciates beauty and wishes to tell her story.”
- Lise Aagaard, Founder and Creative Director
Try our fun quiz and test your Trollbeads-knowledge!
Creativity and imagination guide the hands of more than 60 designers who shape the Trollbeads universe. Each brings a unique style, sparked by inspiration from myth, nature, culture and the magic of ordinary moments. Their visions reflect the essence of Danish design – simplicity, beauty and timeless wonder. Together, they create a world where every bead becomes a small work of art.
Our headquarters are located on Toldbodgade in the historic Nyhavn district of Copenhagen, near the royal palace of Amalienborg. The building has a detailed steel facade designed by founder Lise Aagaard, with a stunning glass structure hidden beneath. The space feels warm, whimsical, and makes you feel surrounded by the beauty of beads. On the first floor, you'll find the jewellery workshop buzzing with life, and on the seventh floor, a terrace offers views of Copenhagen’s most iconic landmarks.
Fun fact: If you look closely at the steel facade, you might spot little geckos hidden in the pattern.
