Under the leadership of managing director Pam Aujla, in the UK Trollbeads has been taken over by the management team, transforming it from a subsidiary to a fully independent UK distributor of the brand.

Having previously been completely owned and operated by the brand’s headquarters in Denmark, its has been confirmed to Professional Jeweller that managing director Pam Aujla has now taken complete ownership of Trollbeads UK.

With this new chapter, the UK team will continue to work with Denmark and stay true to the core ethos of the brand that has become synonymous over the last 40 years, but now Trollbeads UK has full control of its national presence.


Going forward, a key part of the UK’s strategy is to become more entrepreneurial, focus on its loyal fans while opening the brand to a newer audience.

Having relocated to London, with Aujla heading up a brand new team, this promises to be an exciting chapter for Trollbeads UK.

To mark this new chapter, Trollbeads is launching a new bracelet collection built around important chapters in one’s life. The Story Starter collection is the brand’s first UK-only campaign, fully complete with UK-only brighter branding including hot pink box sleeve, brochure and personalisable chapter gifting cards.

The Story Starter collection has been categorised into five ‘chapters’: In The Beginning, The Journey, The Arrival, The Celebration and The Birthday. Within each chapter, customers can choose from several silver beads that have been specially curated from the Danish brand’s vast artist-designed collection.

All priced at a competitive £99, the foundation beads are provided with a vintage-inspired, oxidised silver chain, brought together by the best-selling Soft Wind of Change lock.

“This Story Starters campaign not only signifies a new start for customers’ collections but also a new start for Trollbeads UK,” comments Aujla. “We’re delighted to now be an official UK distributor for Trollbeads A/S, running operations out of our new London-based head office.”

She continues: “This exclusive UK campaign was born out of hearing our customers’ personal stories of how their Trollbeads collection started. So many were based upon life events, we thought it would be great to help new and current Trollbeads fans to begin a collection based on a special moment in their lives. The Story Starters also make excellent gifts as they are so personal, have new, exciting hot pink packaging and include cute little gifting cards with a space to leave a short message.”

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Editor, Professional Jeweller