Trollbeads--The Original
I have only recently discovered Trollbeads, a unique and fascinating jewelry company based out of Denmark. You may have heard of some of Trollbeads' competitors, there have been several, but Trollbeads is the original and the innovator, both in products and company culture.
Trollbeads started in 1976, through the creativity and innovation of the Nielsen family, and it is truly a family business, with much of the business development coming from various family members.
This is a business story and a family tale together, as one is intricately linked to the other.
To purchase Trollbeads, contact me at sales@lakeerieartists.com
"Trollbeads are also conversation pieces. They just urge questions and comments."--Goldsmith Jytte Kløve
The Story
- The Nielsen/Aagaard Family
- About the Nielsen/Aagaard Family
- Trollbeads Family Tree
- Lise Aagaard
- The history of Trollbeads 1976-2006
- Natural Amber
- Lise Aagaard Adds Glass
- Adding Gold
- Isabel Aagaard
- Jens Nielsen
- Lise Aagaard
- Trollbeads Cleveland
- Nicolas Aagaard
- Soren Nielsen
- Svend Nielsen
- Have You Caught the Trollbead Fever Yet?
- Other Lenses by Paula Atwell
The Nielsen/Aagaard Family
It isn't often that you see an example of a traditional family business, but it happens. The Nielsen/Aagaard family are real-life proof that it is still possible, even in today's business, and that you can have fun at the same time.
About the Nielsen/Aagaard Family
A Real Family Business
The dynasty covers a wide field; from Svend, the grandfather of the enterprise, who still plays an active part in the production, to Isabel, the youngest troll in the family.It is a given that the entire family contributes to the undertaking; no one has disagreed. On the contrary, the Nielsen/Aagard family are a group of opportunists that thrive when they go against the tide.
Even though the family members do things their own way, the sap of the family tree continues to be unity and enthusiasm. Every time the family gather, bags and boxes are exchanged; stones, pearls, beads, models, sketches and new ideas change hands. In this atmosphere, created by the family members, the Trollbeads live and come to life. Every time a Trollbeads is born the entire family have witnessed its creation, or have, at the very least, been at its christening party. Yes, a lot goes on at the kitchen counter.
Trollbeads Family Tree
- Svend Nielsen, Father of all trolls.
- Soren Nielsen, Designer
- Jens Nielsen, Designer
- Lise Aagaard, Designer/Owner
- Per Kanto-Nielsen, Technical Designer
- Peter Aagaard, Photographer
- Isabel Aagaard, Designer
- Nicolas Aagaard, Designer
- Niels Robin Aagaard, IT and Graphics
- Rosita Kanto-Nielsen, Assistant Technical Designer
Lise Aagaard
The Main Troll of the Operation
In the center of all this is Lise Aagaard. Lise is the main troll of the operation--the managing director, the entrepreneur and the developer. She is the octopus with a talent on each arm that reaches out, involves everybody in the process and brings the best out in colleagues, designers and family members.Lise Aagaard ensures that all of the family's mad ideas come to life as well rounded, well worked-out, solid designs. Incidentally, she has thought of many of the innovative products, such as the use of glass and the double-locking mechanism. In addition to being a designer she is the businesswoman who has managed to bring the enterprise up to a streamlined, professional and efficient level.
But the enterprise covers a wide field. Lise's brothers have their own contributions, the children are involved and Lise Aagaard's husband, Peter Aagaard, is Trollbeads's dedicated photographer.
The history of Trollbeads 1976-2006
Thirty years ago people wore parkas, and big hair was in. ABBA had just released 'Arrival', and 'Saturday Night Fever' was about to take the world.The year 1976 was between the hippie age and the disco era; political awareness was declining and the need for parties, dancing and good times was on the rise. And if you were "with it" you had a leather string around your neck. It was here, in this period, the first Trollbead made its entrance.
Even as a young silversmith, Søren Nielsen was well on his way with his works in the hobby-room in a cellar in Holte. He had created a small, refined pearl in silver from a wax model and oxidised and polished it until it was just right. Søren hit upon drilling a hole through the pearl and suddenly things fell into place. The very first Trollbead, The Mask, was born. This bead can still be found in the collection by the way.
Five beads followed The Mask, called Trollpearls, and made up the first ever collection. These pearls were not subject to effective marketing and flashy PR, however; they lived their quiet lives on the shelves of the Svend's jewelry shop in Klareboderne in Copenhagen. They were in hibernation, but the customers gradually noticed them and began putting more and more pearls on the same string. The growing pains began.
In the mid-80's, Lise started her apprenticeship with her father, Svend, and opened her first shop in The King's Lyngby. Up until that time she had been working with anything but jewelry. She is, in fact, a qualified physiotherapist. At first, the shop sold all kinds of jewelry, but the Trollbeads got the customers' attention. Soon inquiries flooded in; wouldn't it be possible to create symbols for "faith, hope, and charity" or a silverfish or something completely different?
Business flourished, probably because of the pearls' combination of the genuine, classic materials and the infinite number of combinations these pearls offered. So it was, in fact, the customers that inspired the company and the pearls to evolve.
Natural Amber
Lise Aagaard Adds Glass
In 1998, Lise Aagaard had a new and ground-breaking idea. She had been interested in glassmaking for some time and the desire to use glass in thejewelry arose.
It took several years of experiments before they were ready for the market, as it was imperative that the quality of these new Trollbeads would
match up to the existing range.
In 2002, the first glass Trollbeads hit the market and immediately, the demand grew to a point where the family could not keep up any more. The solution was to outsource. Different business partners were found, with a starting point in already existing cultural traditions for crafting in the different material.
"When it was possible for us to deliver, a new adventure began."
During the next two years, the Trollbeads made their international debut, and are now in distribution in more than 20 countries in Europe, Asia, and the United States.
Today, Lise Aagaard Copenhagen is a well-oiled and innovative business running into millions. It is in constant development and continues with innovations in the design department.
Trollbeads are sold by over 1,500 retailers all over the world, and with 200 retailers in Denmark the company still has strong roots in its homeland. 20 independent designers are affiliated with the company, all dedicated to break new ground with new materials and variations that will uphold the Trollbead legacy and make the collection increasingly varied.
Adding Gold
In 1988 the family started working with gold as a material, inspired by Svend. The silver chain was already developed, the gold chain saw the light of day, and a new lock was invented. This lock was nolonger soldered on, but could easily be opened with a pair of tongs. Today, the lock has been evolved further and now the wearer is able to open it themselves, making it possible to change the Trollbeads, add new ones, and experiment with different combinations as often as they please.
The family started including pearls, and the collection evolved and expanded gradually along with the growing demand.
The unique thing about Trollbeads is that it is the same as 30 years ago when ABBA won people's hearts with "Dancing Queen". The dream lasted. Yes, the 6 Trollbeads have increased to 400, the designers have more leeway. For instance, some designs are triangular, new combinations have seen the light of day, new materials are implemented (the most recent one being the Swarovski crystal), but basically it is the same product. Simply because the Trollbeads are inspiring; both on an expensive gold chain and on a leather string.
Jewelry Handbook: How to Select, Wear & Care for Jewelry
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If you would like to look good in your jewelry and be a smart buyer, consult this Handbook. It's like a 'Jewelry 101' course on the fundamentals of jewelry metals, settings, finishes, necklaces, chains, clasps, bracelets, rings, earrings, brooches, pins, clips, manufacturing methods and jewelry selection and care. Written for professionals, and lay people, this Handbook outlines the benefits and drawbacks of the various setting styles, mountings, chains, and metals such as gold, silver, platinum, palladium, titanium, stainless steel and tungsten. It also provides information and colour photographs on gemstones, birthstones, and fineness marks and helps you to select versatile, durable jewelry that flatters your features.
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Isabel Aagaard
"When you are born into a family as creative as mine, it is a natural choice for me to be a part of the creative aspect of Trollbeads. My first Trollbead is inspired by the Japanese art of folding paper, called Origami. I have always been fascinated by old traditions and geometry."
Jens Nielsen
"I have been on the team developing the Trollbead concept from the first day. It is necessary to be familiar with and to understand how to craft the beads but at the same time understand how to use modern techniques. In this way, we can offer unique jewelry to the market and at reasonable prices. For me, it is an exciting challenge to combine the creative spirit with modern production methods."
Lise Aagaard
"The inspiration for my beads often comes from my world travels. They often mirror a detail from another culture. I have always loved all forms of beads, their history and the details surrounding the production. Today I work with development and production of glass beads. The glass and the silver compliment each other so beautifully."
Trollbeads Cleveland
Fetching RSS feed... please stand byNicolas Aagaard
"It's very exiting for me to be to be a part of Trollbeads. Especially since I'm a part of the third generation of Trollbead artists in my family. There is all this history to Trollbeads that I get to be a part of. When I make a Trollbead, I try to give it life. There has to be a reason for the Trollbead to exist. To me Trollbeads are not just jewelry; every single Trollbead has a life, a soul and a history."
Soren Nielsen
"My first Trollbeads were designed with little faces and figurines in sterling silver and strung on leather. Their intention was to tell a story and facilitate communication between people. It is now more than 30 years since I began. Trolls, stories, mythology and other cultures are often my inspiration."
Svend Nielsen
"I began my education as a goldsmith in 1932 where I worked together with eight other smiths until 1937. Charms for bracelets were something completely new... we even got media coverage! So we produced small buckets, rakes and spades to hang on bracelets- in gold. Anything that would sell. The artistic element wasn't the main focus although it was okay to make something "new" or "different." As a young man, my life was of course influenced by travel and to an even stronger extent, the war, but goldsmithing was and continues to be the main focus of my life."
Have You Caught the Trollbead Fever Yet?
natalienl wrote
I came to Denmark in February 2004 at a turning point in my life. I liked the country and wanted to take back home something that will remind me of Denmark - the country, coulture and new "me", something that will make me feel unique. I came across my first Trollbeads in a small jewelry shop in Koge. Loved them at first sight! It is indeed a unique experience - i can select beads, make a story of them and wear it! i have a full bracelet now, full of things i love - and still cannot stop myself from getting one or another extra bead! Thank you! You are a great team!
Posted June 16, 2009
Louise Rogers wrote
Greetings! I love your blog! I have just started a discussion group/Trollbeads fan club on BlogCatalog. Would you like to join it? It isn't really about selling ourselves but more about getting TB in the mainstream and having more people "bump" into them! I know there are so many things to discuss!!! The new 2009 beads are incredible. Just search for TB on Blog catalog and you'll fine me! Trollbeads Gallery. Let's talk!~ Louise Rogers
Posted January 16, 2009
BestLittleBeads.com wrote
I simple love trollbeads, all that they are and all that they mean. I started my collection back last year and the thing that fascinated me the most was how carefully and skillfully they are made.
Love em :)
Posted December 01, 2008
ChristiannaGarrett-Martin wrote...
These are absolutely lovely! and a great run down on the history also.
5 stars*****
Christianna
Posted November 19, 2008
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