Trollbeads, the unique bead-on-bracelet jewellery brand, has begun the next stage of its strategic development in Australia, expanding into Partner Retail stores across Australia. This expansion follows the success of the brand in Australia, where it has acquired thousands of collectors since its launch in August 2020 and the opening of its flagship store in Melbourne in February 2021.
The new phase aligns with the appointment of Trollbeads Wholesale Manager, Eva Engelaer, who joined the company in November 2022. Eva brings a long history of global wholesale experience, selling both fashion and fine jewellery for international brands. “I managed my first retail store at seventeen, and I’ve been in retail and wholesale since then, so I’ve got a lifetime experience,” Eva comments. That extensive experience spans more than thirty years.
“My aim is to see Trollbeads in jewellery stores right across Australia, and my focus will be on regional Australia – looking at one Trollbeads partner store in every town, I hope. We can also be seen in a number of stores in big cities such as Sydney, Adelaide, Brisbane or Melbourne” she adds.
“I hope to build a family of dedicated stockists who are really going to stock up on our products and really work with the concept” she adds.
The expansion into regional Australia also fits with Trollbeads’ desire to work with independent jewellers. “The most important thing will be building a relationship with these jewellers and that they join in the Trollbead phenomenon,” Eva notes. Each Trollbead is unique and is a collectible, usually chosen because it has a meaning for the consumer. Trollbead buyers tend to become avid fans, collecting beads over years and using them to build their life stories into the bracelets, earrings, and rings they wear—interchanging the beads as their stories develop. It’s a different kind of retailing—more personal, more involved, and hopefully more rewarding for the retailer.
Eva is already working with Consolidated Jewellery Buyer groups and is hoping to bring others on board at Trollbeads’ first trade fair showing in Sydney in March. She is also working to make stocking Trollbeads as appealing and successful as possible.
For more information or to enquire about becoming an Authorised Reseller of Trollbeads please contact Eva directly on 0498 379 304 or eva@trollbeads.com.au
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