Danish jewellery brand Trollbeads has made its London pop-up shop a permanent flagship and headquarters.

Trollbeads opened a London pop-up shop in Islington last September, which the brand’s UK managing director described as an “invaluable experience”. Now the firm has decided to make it a permanent outlet.

On Upper Street, the business has created a Trollbeads Townhouse; a three-storey building comprising a flagship shop and an office for the UK team, including operations, finance, and marketing.


The move represents the company’s second headquarters in London, after relocating from Bristol in 2016, and first flagship in the city.

UK MD Pam Aujla told Professional Jeweller at the end of last year: “Opening a London pop up store this September has brought brand new and exciting challenges to the business.

“It has always been our intention to open a flagship store in London and when the Upper St location become available it felt like the right place at the right time.”

The focus now will be on raising brand awareness withing the UK & Ireland, and continuing to Trollbead’s customer base in those markets.