Former Links of London global head says brand has huge opportunities.

Trollbeads has today named its chief executive for the UK as David Riddiford.

The announcement follows the Danish brand’s acquisition of a major stake in its UK distributor Fable Trading last month.


Riddiford is the former global chief executive for Links of London and head of Folli Follie in the UK. He has more than 25 years’ experience in the retail sector, and joins the brand ready to drive its position in the UK market.

Trollbeads announced in September that it planned to appoint a CEO for the UK to help strengthen its place in the UK jewellery market.

Its global chief executive Jan Stig Anderson said: “David has the experience to develop Trollbeads’ major potential in the UK jewellery market and he will be the driving force in growing our business here. We are delighted to welcome him to this important role in our organisation."

In the late 1990s Riddiford was buying director at Selfridges before becoming president of the Lane Crawford Department store group in Hong Kong, and then the CEO of Arnotts in Dublin. He is currently non-executive director at ethical fashion firm People Tree and department store Jarrold Norwich.

Riddiford said of his new role: “Trollbeads has an excellent foundation in the UK. This is an exciting opportunity to lead the brand forward and to focus on the originality and versatility of the collections. There are huge opportunities in the UK market for Trollbeads and I’m looking forward to establishing strong relationships with existing customers and to developing new links and prospects.”

He stepped down from his role at Links of London in January this year after 15 months in the role. He was succeeded by Declan Delanty, the company’s then chief financial officer, who became the group’s managing director.

Previous articleRapaport to talk synthetic diamonds at Gem-A meet
Next articleHot 100 2013: Naomi Newton Sherlock