New Jewelry Store Opening In West Hartford

WEST HARTFORD, CT — Danish bead maker and jewelry store Trollbeads, which provides more than 600 types of exquisite beads for creating designs along with its pre-styled ready-to-wear collection, is moving to the heart of West Hartford to Blue Back Square. The store will celebrate its grand opening with special promotions on Friday, May 24.

Trollbeads sells its own designer lines of jewelry including bracelets, necklaces, rings, hair accessories and even tiaras. In addition, the company sells individual beads and kits for those seeking to create their own beaded masterpieces. Trollbeads beads are carried in more than 400 stores around the world. The soon-to-open Blue Back Square location is the only branded Trollbeads store in Connecticut, officials said.

“Trollbeads is known for its beautifully crafted statement designs and we are extremely excited to bring one of their rare stand-alone stores to Blue Back Square,” said Amy Cholawa, marketing director at Blue Back Square. “Trollbeads also lets its jewelry enthusiasts create their own designs and start their own beading story, with a multitude of individual beads along with kits to get started.”

Co-owners and siblings Soren Nielsen and Lise Aagaard started the Trollbeads company in 1976, which existed entirely of family-designed beads and jewelry. In 2000, the company commissioned 10 famous Danish jewelry designers to create a bead to add to the Trollbeads collection. Today, more than 100 designers from across the globe contribute their work to the company’s collections, according to a news release.

“We are so excited to keep growing our company and to expand into Blue Back Square and give bead lovers the chance to create their own designs or enjoy our many pre-styled lines,” Aagaard said. “Every bead is unique and offers its own story to the person creating or wearing it.”

Trollbeads will open next to T-Mobile and will occupy about 1,000 square feet. The store will host its official grand opening on Friday, May 24 at 12 p.m., organized by the West Hartford Chamber of Commerce.

Customers will be able to get special promotions, raffles and shop rare product at the grand-opening event. The first 1,000 customers to arrive will receive a $50 Trollbeads voucher to redeem during the weekend of the event. There will also be a glass demonstrator and customers will be able to watch the process of making a bead by hand and can even create their own.

Blue Back Square is located at 65 Memorial Road in West Hartford. Hours are Monday through Saturday, 10 a.m. to 9 p.m., and Sunday 11 a.m. to 6 p.m.

The Trollbeads company, owned by the Nielsen-Aagaard Family, currently has 11 brand stores in the U.S. and more than 200 retailers carry the brand throughout the country.

For more information on Trollbeads, visit its website here.

Contributed photo