User:Lac tb/Trollbeads (Troldekugler)

Founded in Denmark in 1976, Trollbeads (Troldekugler) developed the original charm bead bracelet jewellery concept. The name Trollbeads refers to the first beads designed by Søren Nielsen (Lise Aagaard’s brother) which resembled Troll faces.

Company History
Designed by silversmith Søren Nielsen in Denmark in 1976, the very first Trollbeads were quirky silver charms with a hole through the middle that could be strung on a piece of leather.

The beads were originally sold in the jewellery store of Søren’s and Lise’s father (Svend Nielsen) in Copenhagen. In 1987 Lise opened a second store in Lyngby.

In the 1980’s Trollbeads introduced a chain with a lock that could be manually removed and then reattached, making it possible for the end user to experiment with different bead combinations themselves.

In 2000 the first competitors to the concept began to appear. Today the charm bracelet is its own jewellery category.

Towards the end of the 1990's, Lise Aagaard Copenhagen began export and distribution of Trollbeads.

In 2001, Lise Aagaard introduced glass beads to the Trollbeads collection. Today the collection includes jewellery made in silver, 18-carat gold, pearls, precious and semi-precious stones, and glass.

The Nielsen/Aagaard Family
The Trollbeads brand is developed by the Nielsen/Aagaard family. Trollbeads parent company, Lise Aagaard Copenhagen, is owned by Lise Aagaard and manages creative design, export, and distribution.

Family members pictured from back left to right: Jens Nielsen – Designer Søren Nielsen (aka Søren Sølvsmed) – Designer Lise Aagaard – Designer, CEO of Lise Aagaard Copenhagen Per Kanto-Nielsen – Technical Designer Peter Aagaard – VP of Lise Aagaard Copenhagen Isabel Aagaard – Designer Nicolas Aagaard – Designer Svend Nielsen (1917 - 2007) – Designer Rosita Kanto-Nielsen – Assistant Technical Designer Niels Robin Aagaard – IT & Graphic Design

Innovative Jewellery
Trollbeads has its roots in culture and arts. Each piece of jewellery has been designed by an internationally respected artist.

Each bead in the collection draws inspiration from mythology, astrology, fairy tales, fauna, flora, cultural diversity, or everyday life.

Trollbeads have won international artistic recognition and have been exhibited at Sculpture Objects & Functional Art in Chicago and New York.

Techniques and Innovations
Metals - The sterling silver and 18 carat gold Trollbeads are created using the so called ‘cire perdu’ or lost-wax casting method. This 3,000 year old technique is no longer commonly used but it allows for fine details to be reproduced from wax to precious metals.

Glass - Glass Trollbeads are each handmade using the Wound Glass method (see Glass beadmaking) in the open flame. There are also pieces in the collection that combine metals and Swarovski crystals with the glass. Trollbeads was also the first in the world to silver core glass beads – thereby enabling the glass bead to go on a silver or gold chain without damaging the chain.

Engraving - Although not a new technique, Trollbeads is one of the few jewellery brands to incorporate personalised engraving into a design.

Removable locks – Lise Aagaard Copenhagen developed the innovative removable lock. The lock can be removed from the chain without tools allowing the end user to add and remove charms themselves.

Freshwater pearls – In order to use freshwater pearls in the Trollbeads collection, they need to be drilled and lined with silver. Engineer Per Kanto-Nielsen designed a machine able to drill a large hole through a freshwater pearl without cracking or breaking its surface. Prior to this, it was possible to drill a small hole through a freshwater pearl but not a hole large enough to fit a bracelet or chain. This process is now fully automated.

Designers
To date 25 jewellery designers have contributed designs to Trollbeads. Each designer is selected based on their particular style of design and is established and respected in the Danish and International design community.

Key designers:

Søren Sølvsmed (Nielsen) – Designer of the first bead – The Mask. Søren has since designed more than 50 beads and accessories for Trollbeads.

Svend Nielsen - Svend qualified as a goldsmith in 1936. He was one of only five goldsmiths in Denmark who pioneered centrifugal casting. He has designed 24 beads for Trollbeads.

Lise Aagaard – Lise has designed over 260 beads and accessories for Trollbeads. She was trained in the art of glasswork in New York and has studied glass making for many years. Lise introduced glass beads to the Trollbeads collections in 2001.

Jytte Kløve – A professional goldsmith since 1975, Jytte designed Three Siblings, Smiling Cylinder, Frames, Victory, Around the World, 2+2, and Yes!

Mette Saabye - Educated as a goldsmith in Italy and Copenhagen. Her work has been exhibited around the world. She now has a workshop in Copenhagen, Denmark. Designer of Cells, Endless, Spot, Transformation, Sun Circle, Buttons, Shortcut, and Strawberries.

Anders Martin Bruun - Designer of Circus Elephant, Sea Lion, Juggler, and The Kiss.

Eske Storm - Graduated as a goldsmith from Hertz& Jakobsen in Copenhagen, Denmark and from the School of Arts in Tasco, Mexico. Received a bronze medal in 1995 in the Danish Art & Craft-competition. Opened his own store in 2001 in Copenhagen. Designer of the Elephant Lock, The Midgard Serpent, Viking, and Fabled Faces.

Trollbeads world
Lise Aagaard Copenhagen began distributing Trollbeads outside of Denmark in the late 1990’s, today Trollbeads is sold in the following countries: Australia, Argentina, Austria, Belgium, Brazil, Canada, Caribbean, Chile, China, Cyprus, Czech Republic, Denmark, Estonia, Faroe Islands, Finland, France, Germany, Greece, Greenland, Hong Kong, Iceland, Ireland, Italy, Japan, Latvia, Liechtenstein, Lithuania, Luxembourg, Macao, Malawi, Malta, Monaco, Mozambique, Namibia, Netherlands, New Caledonia, New Zealand, Norway, Poland, Portugal, South Africa, Spain, Sweden, Switzerland, Taiwan, United Arab Emirates, United Kingdom, Usa, Uruguay, and Zimbabwe.

There are Trollbeads concept stores in Japan and Germany:

Trollbeads Universe
Trollbeads has created a substantial fan base through innovative marketing campaigns. These events establish a link between distributors, retailers and end users. It is unusual for an established jewellery brand to generate such interest and to support fan groups in this way.

Be Original – An online fan community. Users share pictures, and videos which are also used in promotions and marketing materials generating ‘live’ interaction between the client and the brand.

Found a Bead – Each retailer worldwide was asked to distribute five beads (beads designed specifically for the event and not available for general sale) however they chose – some hid them around their local neighbourhood, some gave them to people who they felt deserved one. Finders were then asked to register their find at a website. Over 3500 people from 32 countries responded to the event.

People’s Bead – The 2009 People’s Bead event is an example of a Trollbeads marketing campaign that blurs the lines between artist and client. Traditionally new Trollbeads are designed by highly respected jewellery designers however People’s Bead invited designs from amateurs for the first time. The winning design enters Trollbeads permanent collection to be sold worldwide and the designer receives the same rights and royalties as any established artist that has been invited to design for Trollbeads.

Tibet Beads
Lise Aagaard, together with Tibet Charity, developed the Tibet Beads project in 2005 to give unemployed Tibetan refugees in India an opportunity to learn new skills and earn an income. Lise coached a group of twelve people and their leader (who was appointed by the Dalai Lama) in all aspects of running a jewellery business including design, bead production, and marketing. Lise also provided financial backing for the project.

Tibet Beads is now managed by the Tibetan Unemployment Cooperative Society and employs 17 people. The group sells their glass beads and jewellery from a shop on the main street of Dharamsala, India.