Danish charm and bead jewellery brand Trollbeads has announced it will be opening a new concept store in Norwich Lanes.

This will be Trollbeads’ second UK concept store. The brand opened the doors to its first concept store in Cambridge last year.

The Norwich Lanes store will be opened by established family jewellery brand Aurum Jewellers and will take the place of Aurum Gallery on the corner of Bedford Street and Swan Lane in a medieval building.


The grand opening will be on Saturday October 31 2015, with a late night VIP and press pre-launch evening held on Thursday October 29.

Trollbeads’ managing director, Pam Aujla, says: “Trollbeads has always been about individual, handcrafted jewellery and creating a story. Having walked around the beautiful streets of Norwich visiting the shopping malls as well as high street areas it quickly became apparent that the Norwich Lanes shopping district was where we wanted to position ourselves.

“The Lanes offers a boutique shopping experience with customer service being paramount. This is exactly what we want to offer our customers and we are confident that Trollbeads Norwich will very much become a destination shop in the region.”

Jon Maddocks, director of Aurum Jewellers, expresses his enthusiasm for the new opening. Maddocks explains: “We were one of the first independents to stock Trollbeads in the UK and are delighted to have been selected as a franchise partner. We have a very loyal customer base and are excited to offer our customers an even better Trollbeads experience and open the brand to a wider audience.”