Product release events take place every week in Manhattan, but last week’s affair hosted by Trollbeads wasn’t the same old same old. For starters, the Danish bead maker assembled a panel of style and fashion experts including Wayne Scot Lukas (formerly of TV’s What Not to Wear) to talk about the trend of personalized jewelry and what Trollbeads’ newest line, X by Trollbeads, meant for consumers. The consensus? It’s pretty darn great.
Scene from the X by Trollbeads launch party at Manhattan’s Gansevoort Park Avenue hotel
With more than 70 unique link motifs like guitars, city skylines, zodiac symbols, and more created by nine different Trollbeads artists, bracelets and necklaces are completely customizable. Customers can choose individual components in sterling silver, bronze, karat gold, or black rubber. Links, meanwhile, feature beveled-edge X shapes that connect via a twist movement, a system developed by company founder and head designer Lise Aagaard. (Lise wasn’t able to attend the Manhattan affair—she was in Copenhagen for the Danish release party—but Nicolas Aagaard, another member of the founding family and part of the X by Trollbeads design team, was there to explain the new concept.)
Trollbeads president and CEO Michael Belleveau and Nicolas Aagaard
The collection is available now, and suggested retail prices start at just $99 for a silver and rubber bracelet (individual link prices start at just $2 per rubber link). Some 70 Trollbeads retailers have already bought into the line.
Bracelet from the new X by Trollbeads personalized jewelry collection
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