Husband-and-wife team score triumph for building up Trollbeads in UK.

As we begin to look forward to the Professional Jeweller Hot 100 2012 in association with The Company of Master Jewellers and supported by gold partner Ti Sento, we indulge in a bit of looking backwards to the leading lights of the jewellery industry that made it into the Hot 100 2011. Today we’re focusing on jewellery wholesale superstars Richard and Sarah Morfoot, the husband and wife team behind UK Trollbeads distributor Fable Trading, who were selected as CMJ Business Big Shots.

Sarah Morfoot’s keen eye for design and a passion for the unusual meant that when she first spotted a Trollbeads bracelet on the wrist of a Danish friend she was inspired to contact the Aagaard family in Copenhagen and persuade them to supply Trollbeads to the UK. Seven years later, her company Fable Trading is the official UK distributor for the brand and is doing a roaring trade.


“I was incredibly excited by the beads,” explains Sarah. “Here were beautiful handcrafted individual beads which each told their own story. Not only were they gorgeous, but they had a unique fascination too.”

Armed with samples and her enormous drive and enthusiasm, Sarah has won the support of quality independent jewellers in the UK and Ireland, and has travelled up and down the country as retail interest in the brand has grown since the it officially launched in the UK in 2005.

In 2008 Fable Trading moved offices, expanding its operation to accommodate 17 employees and Sarah’s husband Richard Morfoot joined the company to oversee sales and operations. Today, Sarah and Richard work with 20 employees at the Fable Trading headquarters in Bristol and have a 15-strong sales force operating throughout the British Isles.

“Despite its success, Trollbeads is very much a family business and it’s a business that genuinely cares for its customers and the world we live in,” says Sarah. “This is an ethos which is reflected at Fable Trading. We are committed to providing an exemplary service to all our jewellers and we are always available to provide support. Customer care and integrity is what really counts.”


This interview was taken from the Professional Jeweller Hot 100 2011. If you or someone you know has had a great business year and you think they could be hot enough to be part of the Professional Jeweller Hot 100 2012 book in association with The Company of Master Jewellers then email with a list of business achievements over the past 12 months, clearly marking your email with the subject line "Hot 100 nomination". Categories for the Hot 100 2012 include Trendsetters, Ti Sento Retail Stars, Business Big Shots and NexGems.