Exclusive insights with Lise Aagaard

In a candid Q&A, Lise Aagaard, Creative Director and founder of Trollbeads, shares her thoughts on the
brand's journey, design philosophy, and future directions.

Can you highlight some of your top-selling items and explain their popularity?
It's challenging to single out specific bestsellers, but beads with significant meanings, like the Lucky Knot, are very popular. We launch three main collections annually, supplemented by limited edition releases, ensuring our customers have a diverse range to choose from to tell their personal stories. As we like to say, "Every story has a bead."

What impact have other designers had on the brand, and how do you select them?
Welcoming new designers has been crucial for keeping Trollbeads vibrant and dynamic, ensuring we cater to diverse tastes. We are meticulous in our selection, seeking designers who are not only highly skilled but also have a deep understanding of our brand ethos.

What is your strategy for expansion and distribution, and how important are retailers in this strategy?
We believe in a balanced distribution strategy that includes concept stores, independent retailers, and ecommerce.
Each distribution channel plays a vital role in building the brand. This approach allows us to
reach a wider audience and ensures a robust presence in the market.

Which markets are your strongest, and where do you see future growth opportunities?
We are fortunate to have a presence in over 30 countries. Italy and Asia are particularly fast-growing
markets, and we see significant potential for further expansion in these regions.

Denmark has produced some of the world's most renowned jewellery brands. What makes Danish design
special, and how does Trollbeads fit into this tradition?
Danish design is celebrated for its beauty, high quality, and simplicity. Trollbeads shares this heritage, but our creations also draw inspiration from diverse cultures around the globe.

Do you have a favourite bead? If so, why is it special to you?
It's difficult to choose just one, but I have a special fondness for the first bead in our collection, Faces,
designed by my brother Søren Nielsen in 1976.