House of Brands KH, the company founded by former president of Pandora Jewellery, Karin Adcock, launched three Danish jewellery brands – Julie Sandlau, byBiehl and a new concept ‘X by Trollbeads’ – at the International Jewellery Fair in Sydney last month.
Adcock says she is excited to re-enter the jewellery market. “I passionately believe that building strong relationships is an integral part of developing any business,” she says. “We have nurtured constructive relationships with retailers and buying groups over many years and when you add our proven track record in the jewellery market, it made sense for House of Brands to put our knowledge behind these beautiful Danish brands.”
After leaving Pandora in July 2012, Adcock founded House of Brands to bring outstanding brands to the Australian market. “I love dealing with people and building relationships. House of Brands wishes to give these remarkable brands a platform from where they can grow and develop into strong players in our region.”
New range X by Trollbeads allows wearers to create their own unique bracelet or necklace from a range of silver, bronze, gold and black rubber X links – each has an X-shaped, bevelled connection so that it can be connected to other links with ‘a simple twist’. The range also includes clasps in silver and bronze for putting on and removing the bracelets and necklaces.
Developed by Trollbeads founder and head designer Lise Aagaard, the launch collection features 70 themed links ranging from rock chick guitars and musical notes to star signs and Chinese zodiac animals designed by nine of the company’s designers.
Adcock says the new brand has already had an “amazing response from the select few [Australian retailers] who have seen the concept”.
“We will carefully appoint retailers across Australia and New Zealand who want to be part of this exciting new chapter with X by Trollbeads,” she says.
Adcock seeks out brands that she knows retailers and consumers will embrace.
“In this world where you can buy just about everything, we wish to work with beautiful, innovative and bespoke brands which have a point of difference with a unique story to tell and that the consumer can relate to.”
