The Danish brand was first launched in Australia in 2006 by a small local supplier (Webber & Tonkin); however, after a number of different distribution agreements the product failed to generate traction.
After a hiatus, Trollbeads Australia was launched online in August of 2020 by business partners Jono Gelfand and Mikkel Monberg. A physical store was opened in October of 2022 on Chapel Street, Prahan in Melbourne.
A new phase of expansion is now expected to occur under the watchful eye of wholesale manager Eva Engelaer, who joined the business in November.
“My aim is to see Trollbeads in jewellery stores right across Australia, and my focus will be on regional Australia - looking at one Trollbeads partner store in every town,” Engelaer told Ragtrader.
“We can also be seen in a number of stores in big cities such as Sydney, Adelaide, Brisbane or Melbourne. I hope to build a family of dedicated stockists who are really going to stock up on our products and really work with the concept.”
Trollbeads began in the late 1970s in Denmark as a beads-on-bracelet product, offering customers the chance to personalise the bracelet with interchangeable pieces. Both originating from Copenhagen, Trollbeads pre-dates rival Pandora by six years.
“The most important thing will be building a relationship with these jewellers and that they join in the Trollbead phenomenon,” Engelaer added.
Trollbeads operates in more than 50 countries worldwide while remaining based in Copenhagen.
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