Trollbeads, the Danish charm bead jewellery brand, officially opened its first concept store in the UK, in Cambridge on November 20.
The official launch was celebrated at a VIP launch evening on November 19, attended by members of staff, invited guests (including Jewellery Focus) and representatives from Trollbeads UK and Trollbeads A/S in Copenhagen.
Henrik Leth Møller, Trollbeads UK sales director, told Jewellery Focus: “This is a very exciting step for Trollbeads in the UK, we have been working towards opening our first concept store for some time and we’re absolutely delighted to see the first store greeted by customers with such a positive response.
“Cambridge is the first venue for us and we are definitely planning to follow up on this by opening more stores with a few selected retail partners in 2015. We will also be introducing more shop in shops within existing retailers. Concept stores and shop in shops will communicate the unique Trollbeads concept and illustrate the imaginative stories linked to the jewellery.”
The store featured opening offers and enlisted the help of the Town Crier to broadcast the news that the shop was now open for business.
Trollbeads Cambridge will showcase the current collection of Trollbeads as well as unique one-off pieces.
The store, which was announced earlier this year, is Trollbeads’ first franchise in the UK with plans to open further stores in 2015.