Brand creates "the next revolution in personalised jewellery".
Trollbeads has revealed a brand new jewellery concept called X by Trollbeads, a range of individual links that can be joined together to create personalised bracelets.
The brand is hoping to reach a new customer and audience with the collection, which features links crafted in silver, bronze, gold or black rubber. The designs each have an X-shaped bevelled edge connection that allows the links to connect by meeting the two X-shapes and twisting them together.
The new X by Trollbeads system was developed by Trollbeads founder and head designer Lise Aagaard and comes almost four decades after the launch of her very first bead concept bracelets.
The use of mixed materials also means that the collection is price sensitive, with linked priced at about £14 for a simple oval-shaped bronze link, while the black rubber designs give the collection an edgier, youthful aesthetic.
The launch collection has been dubbed "creatively eclectic" and features more than 70 themed links including designs inspired by 1980s videogames, zodiac signs, love and cityscapes.
Lise Aagaard said of the launch: "X by Trollbeads brings the creativity and expression of personalised jewellery to a whole new audience. The jewellery concept is for a woman who loves clever aesthetics, is imaginative and creative and has a strong sense of her own personal expression and style."
The collection hits stores on September 18 and is set to sell in more than 35 markets and via the dedicated X by Trollbeads website.