The first significant new overseas brand to enter the Australian jewellery sector since the COVID outbreak decimated trade is the Danish brand Trollbeads.
Trollbeads were first produced as beads-on-bracelet in Denmark in the late 1970s, giving buyers the option to continuously customise the bracelet with other jewellery accessories.
The co-CEO of Trollbeads Australia, Jono Gelfand, has experience in brand “refresh, reset, and relaunch” as well as retail marketing and management.
“Everything happened to us rapidly. In July 2020, while lockdowns were ramping up in Australia, my business partner [Mikkel Monberg] and I quit our employment, he said to Jeweller.
“Mikkel saw a Facebook post from the Danish Trade Commission searching for a Danish ex-pat who had a contact in Australia with experience in retail and marketing, and the post was looking for a team interested in representing a brand ready to develop in Australia,” the author writes.
Trollbeads was that brand. Mikkel, whose history allowed him to be familiar with Trollbeads, informed us that this was a chance we couldn’t afford to pass up. We conducted our research, put together a few presentations, and it took us only around two weeks from the day we first saw the ad to the day we were appointed exclusive distributors.
After a brief residency at Westfield’s Fountain Gate shopping centre, Trollbeads Australia opened its first physical location on Chapel Street in Melbourne in October of this year. The company started its online store in August 2020.
“What we saw right away is that there is a great deal of passion in Australia for this product. The most frequent criticism we’ve heard from consumers is how annoying it has been to not have access to the whole variety for a very long period. We are now providing them with that as well as some Australian-only items, according to Gelfand.
It is what we refer to as an affordable luxury item since you can truly treat yourself to it while also knowing that it is quite collectible. As soon as you step foot in the “Trollbeads world,” you begin to develop a deep appreciation for exquisite craftsmanship and design. You can’t help but develop a passion for collecting.