The Aagaard family

1976

The original since 1976

The story of the original and unique Trollbeads starts in Denmark. Trollbeads is born as a family company and still today it remains so.

“Some have ideas, some have talent for design, some can find technical solutions and others still have the courage to make it happen. And all of us enjoy working together on a project. It’s that simple" - Lise Aagaard.

Continue scrolling to unfold the captivating story of Trollbeads' universe.

THE FIRST SILVER BEAD
1976

Faces was the very first bead in the collection. It is a silver bead combined of six faces, and it is designed by Lise Aagaard’s brother, Søren "Silversmith" Nielsen.

Trollbeads are made with a blend of new and ancient techniques. Most silver Trollbeads are modelled using the 3000-year-old technique, the so-called 'cire perdu' or 'lost wax'-method.

Trollbeads Celestial Gold jewelry bead

1988

GOLD ENTERS THE COLLECTION

For thousands of years gold has been the ultimate symbol of power, wealth and divinity. Trollbeads are made in 18K gold – the perfect balance of purity and strength.

2000

GROWING THE FAMILY

Until 2000, all beads were designed by the Nielsen/Aagaard family. To increase diversity of the collection, 10 Danish jewelry designers were invited to design for Trollbeads. Today, we count more than 60 Trollbeads designers.

Meet the Designers

2000

THE CHARACTERISTIC CLASP

The first characteristic Trollbeads locks are added to the collection. The idea of letting the lock be a piece of jewelry in itself is still unique for the Trollbeads brand today.

Shop Clasps

Glass beads

2001

In 2001, the glass beads became a fascinating and colorful addition to the Trollbeads collection. Traditionally, glass beads have been used by themselves on jewelry. It was therefore an innovative new approach when Trollbeads began to combine the living and colorful glass with gemstone beads, gold and silver.

Shop Glass Beads
THE FANTASY NECKLACE
2003

ANOTHER WAY TO CARRY YOUR BEADS
In 2003 the Trollbeads collection is extended with the Fantasy Necklace. You can design and combine the Fantasy Necklace in endless ways, using beads and pendants from the collection.

TROLLBEADS GOES ABROAD
In 2003, Trollbeads adventures start in new countries: Hong Kong, USA and Spain. Today you can find Trollbeads in more than 40 countries all over the world.

Model wearing trollbeads earring
earrings
2004
New, adorable designs were released to compliment the original concept.
Shop Earrings Shop Earring Pendants
Foxtail silver bracelet with beads and lock
THE STERLING SILVER BRACELET
2005
With the new design and changeable locks it was made possible to design and redesign your bracelet every day!
Shop the silver Bracelet Shop all bracelets
Woman making unique beads

UNIQUES

2005

UNIQUE beads are truly special to Trollbeads. Alongside Tibet Charity, Lise Aagaard developed the Tibet Beads project in 2005 to give unemployed Tibetan refugees in India an opportunity to learn new skills and earn an income. “If you really want to help people in the third world countries to develop economically, you must teach them what it is you are successfully doing.”

Amber & Play
2007

THE NORDIC GOLD
Amber is added to the collection. 50 million years on the way to your bracelet. It is almost incomprehensible how long ago that is, but that specific moment in time is what we see.

PLAYING WITH THE CUSTOMERS
Trollbeads starts a big online event that shows the playfulness of the brand: “Where did you take your Trollbeads this summer”?

Since then, more events have been created which provides opportunity to activate our customers and to interact with each other.

Rings and gemstones
2008

Rings and gemstone beads are introduced into the collection, allowing customers to create even more intriguing jewellery looks.

trollbeads rings
Raw gemstones
6 hands with every wrist containing a trollbeads bracelet and beads

2009 - More fun events

People's Bead
Trollbeads is among the very first to offer co-creation with collectors all over the world -That is the People's Bead event.

In 2009, the Smiling bead event and Share a Christmas Card events also saw light of day.

Read more about People's Bead
Group of indian women in Jaipur

JAIPUR, INDIAN UNIQUES WORKSHOP

2009

Following the first Uniques project, Lise Aagaard decided to start a project in Jaipur.

This time the focus was on helping women with a challenging background.

Read about our responsibility

2010

GIF of beads from the travel category

World Tour

13 countries each had 4 beads created which symbolized their country. The once involved were: Australia, Austria, Denmark, Germany, Hong Kong, Italy, Japan, Lithuania, Netherlands, South Africa, Switzerland, U.K. and the U.S.A.

Lise Aagaard next to a group of people that were a part of Uniques project

Malawi Uniques Workshop

Just like the project in India, Trollbeads funded the Malawi Trollbeads Workshop, which gave a group of challenged young people the opportunity to learn the artistry of making glass beads.

THE LEATHER BRACELET

Launch of a new way to carry your beads - the leather bracelet. The bracelet should be twisted around the wrist twice and closed with a clasp which is sold seperately.

Buy leather bracelet

2012

The Bangle is introduced

The bangle is introduced in the Trollbeads Collection. Launched in Sterling silver, gold plated and copper.

Shop Bangles

Mother's day

The first Mother’s Day bead is introduced: Joyful

Since then many more have been created.

See more ideas for mom
Trollbeads headquarter building

Toldbodgade, Copenhagen

Trollbeads moves to Toldbodgade 13 in the heart of Copenhagen.

Lise Aagaard designs the façade of the building, and it is ready for the Trollbeads family to move in, in 2012.

Fun fact: There are small lizards hidden in the pattern of the facade.

2013 - 2016: Exiting events and releases

2013 – LIMITED EDITION BRACELETS ARE INTRODUCED

A bracelet including a new glass bead, new silver bead and a new lock. The bracelet can only be bought as a finished piece.

2014 - TROLLBEADS DAY

The first time celebrating Trollbeads Day online and in stores all over the world. A true party!

2015 – BLACK FRIDAY

Trollbeads decided to celebrate Black Friday in a different manner and released the first Black Friday limited edition bead in 2015 – Midnight Brilliance

2016 - NEW BEAD TYPE, DEEP OCEAN

The Deep Ocean bead has a new shape and many detailed glass layers, resembling a deep dive into the mysterious and colourful ocean.

2016 - A PRINCESS DREAM, THE TIARA IS INTRODUCED

The Trollbeads Tiara takes a revolutionary approach to jewelry design, allowing you to create your own tiara by using beautiful spacers and beads. The results are other-worldly and just like out of a fairytale.

2016 - POKEBALL EVENT

Glass beads looking like Pokeballs where scattered around the world for customers to find. This resulted in many great photos and stories.

2016 - CUSTOMIZABLE RINGS ARE INTRODUCED

Now you could wear your most precious beads on your finger! Since then, more customizable rings have been introduced.

2016 - NEW NECKLACE TYPE, THE NECK BANGLE

A brand new type of necklace with a minimalistic and modern elegance! It is beautiful in itself but is also stunning with beads and pendants from the entire collection. Another piece of jewelry which can be customised to your desire.

Trollbeads tricks

2017

TROLLBEADS TRICK

Trollbeads introduce Trollbeads Tricks and share some of the many different stylings you can do with Trollbeads jewellery.

2017

MEN’S COLLECTION IS INTRODUCED

34 new finished pieces were released. This included several leather bracelets, sterling silver bracelets and leather and sterling silver necklaces.

Shop for him

2018

THE FIRST FATHER'S DAY BEAD

Shield; Sterling silver bead. To protect and to care.

Love is the true shield.

Explore Father's day gifts
Trollbeads Hair Comb with a gold bead, a aventurine bead and 2 silver spacers

More hair jewelry

2018

We welcomed the French Twist Comb and Alice band to the collection, allowing fans to style their hair with our jewellery.

Shop Hair jewelry
ROUND GEMSTONES & PORCELAIN BEADS
2019

Round gemstones
Gemstones are introduced in a smaller, round version, with a smooth surface.

Porcelain beads
First time introduced as limited editions for Trollbeads Day in 2019.

Blue leather bracelet from Trollbeads, with beads in blue, white and silver
Model wearing porcelain beads on blue leather bracelet
lots of Unique beads
People's Uniques event
2020
An exciting event that uncovers our customers favorite Uniques.
Read about People's Uniques
Dream necklaces
New Necklace type
2022
The gemstone necklaces have varying gemstones,
beautifully combined in spectacular patterns.
Shop necklaces
New bangle type - Power bangles
2024

Bangles are a Trollbeads must-have and in 2024 the first Power Bangle were introduced, with two facetted Amethyst stones at each end of the bangle. In summer 2025, another Power bangle with labradorite stones were introduced.

You necklace with fourteen types of gemstone, new customer favorite

You Necklace

2025

The You necklace is similar to Dream necklaces, but makes a more bold statement with its fourteen types of harmonising gemstones. The necklace is truly a luxurious piece, designed to catch the eye. This necklace has since become a new customer favourite and bestseller!

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