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The jewellery can be personalised using interchangeable links
The jewellery can be personalised using interchangeable links

X marks a new jewellery spot for Trollbeads

After keeping details tightly under wraps for weeks, local supplier House of Brands has officially launched Trollbeads’ latest jewellery line in Australia and New Zealand.

Dubbed “the next revolution in personalised jewellery”, X by Trollbeads is a new concept that allows the wearer to create their own unique bracelet or necklace from a range of different links. 

Each link – available in silver, bronze, gold and black rubber – has an X-shaped, bevelled connection that enables it to connect to other links with a simple twist. The range also includes clasps in silver and bronze for putting on or removing a completed bracelet or necklace. 

House of Brands (HOB), established by former Pandora Australia president Karin Adcock, acquired the distributution rights to X by Trollbeads in late August. Prior to now, Adcock was unable to reveal specific details about the line due to a worldwide embargo placed on the range until its global release today (Tuesday 17 September 8pm AEST).  

A select number of jewellery retailers, however, were given an exclusive sneak preview earlier this month during the Sydney jewellery fair. Adcock, who is currently in Copenhagen, Denmark, to attend the official launch, said there was a strong uptake of the line from retailers during the show as well as the week following.

“X by Trollbeads had a fantastic response with more than 50 stockist investing in the new concept – and the number is growing by the day. There was a real sense of excitement in the room as the retailers attending the two launches could see that this is a completely new concept for the jewellery market,” she explained.    

The innovative concept was developed by Trollbeads founder Lise Aagaard and the launch collection comprises more than 70 themed links that have been designed by nine Trollbeads’ designers. Some link designs include rock chick guitars, musical notes, city skylines and symbols representing love, star signs and Chinese zodiac animals.  

Karin Adcock, founder of House of Brands
Karin Adcock, founder of House of Brands
While the price of a bracelet or necklace would vary depending on the combination of links used, a black rubber bracelet, for example, featuring one single bronze and one designer silver link would cost about $150. A completed silver bracelet would retail for around $700. 

When Jeweller first broke the news about the exclusive distribution deal between HOB and X by Trollbeads in late August, it was first thought that it might be considered controversial because Trollbeads already has a local supplier in RJ Scanlan & Co. 

At the time, Adcock commented: “All I can say is that it’s completely new and unique and that it’s been developed by Trollbeads to be very different to their normal charms and bracelets range. 

“We were approached to become the exclusive Australian and New Zealand distributor and we only accepted because it’s so different and there’s nothing like it in the market. I am very excited about it,” she said.

RJ Scanlan marketing manager Chris Scanlan told Jeweller he was aware that the new range would be distributed locally by another company, adding, “It’s very different and nothing like the charm and bracelets so, Trollbeads in Denmark decided that in most of the international territories it would be best to secure and broaden their distribution by appointing secondary suppliers.” 

X by Trollbeads will be available in more than 35 countries. 

Trollbeads is a Danish jewellery brand that was founded in 1976. It describes itself as being the originator of the beads-on-bracelet concept.  

HOB has also acquired the distribution rights to Danish brands Julie Sandlau and byBiehl. 


X by Trollbeads releases its worldwide campaign today
X by Trollbeads releases its worldwide campaign today
X by Trollbeads
X by Trollbeads' Niki Kaare bracelet featuring rubber, sterling silver, gold and bronze links

X by Trollbeads features organic shapes to accentuate the links
X by Trollbeads features organic shapes to accentuate the links



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Wednesday, 11 December, 2019 02:14pm
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