From Idea to Icon: An Interview with Trollbeads founder Lise Aagaard
In celebration of Trollbeads’ 50th anniversary, we honor not just a milestone, but the story of an idea that grew into a global jewellery icon. Since its beginnings in 1976, Trollbeads has been driven by creativity, craftsmanship, and a passion for personal storytelling through jewellery.
In this interview, founder Lise Aagaard shares the inspiration behind the original beads-on-bracelet concept, her love of the materials, and her reflections on why jewellery continues to hold such a special place in our lives.
How did the idea of the beads-on-bracelet concept come about?
Well, Trollbeads invented the beads-on-bracelet concept back in 1976. Back then it was born out of a passion by my father, my brother and myself. We have since then expanded geographically to be all over the world.
We have obviously been copied by many others but right from the beginning we decided to take this as a compliment and have dedicated our efforts to innovation and to simply be the best. It is nice to be the original but it is even better being considered the standard of excellence. During the years, we have also expanded and renewed the original concept with many new possibilities of expression and many new interesting materials.
Which are your favorite materials?
I love what silver can do and I think our precious stones are very beautiful but my favorite material is glass. Glass has been a true passion of mine for years and I love to experiment with the glass and try things that maybe doesn’t work and I find that whole process very exciting. Even though the material in itself is not expensive, each of our beads are made by hand and the time to make one bead is long. The training required to be a real true glass artist takes takes many years. I think glass is magical and I am fascinated how we can put so much life and beauty into such a little space.
> Learn more about glass craftsmanship.
Is the passion for beads a legacy of childhood?
I am not sure. I grew up in a family of jewellery artists and always found it very interesting what my father did. He was not just a goldsmith. He was making sculptures and pottery and all kinds of things.
Why do you think everyone loves jewellery?
Jewellery has existed since the beginning of humanity. Traditionally it was a way of showing bravery, status or a kind of belonging. Over the recent years people have found many new ways of showing their status and jewellery has become less of a status symbol and more of way of self expression.
Which is your favorite fairytale?
With no hesitation ‘The little mermaid’ by Hans Christian Andersen. A fairytale beautifully reflecting the time and the perception of woman, at the time it was written. A story of true and naive love, and the possible outcome.
Which is your favorite stone?
I would never be able to choose. Each and every one is unique in its own way. I think that gemstones are some of earth’s most magnificent creations. And you know, you are supposed to be protected by evil and get super powered by them. Therefore, my choice of the day depends on mood and state of mind (but dare I say … you never go wrong with a ruby). Most of all, I am just grateful for this gift, given to us by nature.
