A Conversation with Trollbeads CEO, Niels Robin Aagaard
Meet our CEO, Niels Robin Aagaard – Robin to those around him – and son of Trollbeads founder Lise Aagaard and Peter Aagaard. Born into a world of craftsmanship, creativity and storytelling, Trollbeads has always been a natural part of his journey. Discover his favourite beads, the stories he carries with him, and what it truly means to grow up with Trollbeads.
Robin wears his favourite beads on a double leather bracelet, a personal expression that adds character to his daily suit. Each bead holds a story, a memory, a moment in time. And perhaps not what you would expect: behind the refined exterior lies a soft spot for heavy metal.
Which bead was your very first bead?
The first one I clearly recall is the Three Monkeys bead, although I’m quite certain I had others before that.
"See no evil, hear no evil, speak no evil. The three monkeys from Japanese culture."
Can you mention 3 beads in your personal collection which you consider extra significant and why?
The Pyrite bead is one. It fascinates me that ancient people used pyrite to start fires by striking it against steel. The Greek word pyr means fire, which adds another layer of meaning. I’m also intrigued by the way pyrite naturally forms perfect cubes.
I also carry a blue tiger-striped glass bead made by my wife. It holds deep sentimental value and always reminds me of her.
Finally, one of our newer beads, the For Life glass bead. There’s something very meaningful about symbols of longevity. As I grow older, I think not only about living longer, but also about the quality of life—health, strength, and endurance.
The bead is designed by founder Lise Aagaard and consists of natural geniue pyrite stone.
"Pyrite connects the right hemisphere with the left and facilitates communication between rationality and emotions."
The For Life bead was released for Father's Day in 2026 and is crafted in italian Murano glass. The bead is Limited Edition and has a barrel shape.
"Stay strong. You are the one I lean on."
What is your favorite memory or fun story related to Trollbeads?
Attending my first “Trollbeads at the Beach” event in Delaware. It was a unique opportunity to observe and learn from passionate collectors. Being somewhat in the background allowed me to quietly take everything in and reflect on the experience—it gave me a deeper appreciation of the community.
What advice would you give to new collectors just starting their Trollbeads journey?
Take your time and choose beads that truly resonate with you personally. Don’t feel pressured to follow trends or complete collections quickly. The most meaningful bracelets are the ones that tell your own story—built bead by bead over time.
Do you collect based on themes (e.g., nature, travel, colors), or do you pick beads spontaneously?
Somewhere between color and spontaneity. I’m often drawn to certain tones, but I also like the freedom of choosing pieces that simply feel right in the moment.
Do you have a go-to design or style for your everyday life?
A leather bracelet with a mix of stones—something tactile, natural, and easy to wear every day.
If you could create a new bead based on your own life story, what would it look like or represent
I have a strong affinity for storytelling, especially the mystical and fantastical—everything from dragons to Norse mythology. A bead inspired by Vegvísir or Ægishjálmur would be meaningful. Another bead that comes to mind is Thor’s Hammer, a powerful symbol of Norse mythology, strength and power.
The bead is designed by designer Eske Storm.
"The legendary Mjolnir! A bead capable of infusing power and protection."
What’s the rarest or most unique bead you own?
A bead created for my father’s 60th birthday, designed by my brother and sister, is very special to me. The bead my wife made is equally unique. That said, I have quite a few one-of-a-kind pieces on my leather bracelet, each with its own story.
Reflecting on the past 50 years of Trollbeads, what about Trollbeads are you most proud of?
That we are still, to this day, a family-owned and family-run business. That continuity and authenticity mean a great deal.
Do you have a childhood memory from Trollbeads in general, the jewellery or the business journey that stands out to you?
Yes—though not necessarily a glamorous one. When I was around 14–15 years old, I helped my mother in her jewellery store—washing windows, cleaning, and running errands for her and the staff. In many ways, that was the true beginning of my connection to Trollbeads.
If you had a chance to say something directly to members if Trollbeads Club, what would it be?
Thank you for being part of the journey and for carrying the stories forward. Every bead you choose gives new life and meaning to what we create. It’s incredibly humbling to see how personal and unique each collection becomes.