Trollbeads phenomenon hits Houlton

Houlton Pioneer Times Photo/Elna Seabrooks
JOINT VENTURE — Jane Torres, left, and sister Anne Callnan recently opened their Trollbeads dealership at the Trendsetters salon on Bangor Rd. in Houlton. In the first two weeks area customers demonstrated the kind of enthusiasm that has made the jewelry line popular throughout the world.
By Elna Seabrooks
Staff Writer
    HOULTON — So many beads; so little time. But, as Jane Torres puts it: “You have your whole life to collect.”
    Torres and her sister Anne Callnan recently established a partnership — Two Sisters located at Trendsetters — where they sell Trollbeads. In less than two weeks, about 30 women have already completed “wish lists” so that their husbands or significant others can pick out a gift from the 1,700 or so handmade beads and the several hundred chains, clasps and other accessories that will become a necklace, bracelet or earrings.
    The collecting juggernaut has captured the imagination of devotees around the world as a form of telling a personal story and making a fashion statement at the same time.
Popular in Aroostook County
    In the U.S., according to Torres, there are only seven Platinum Dealers which means the dealership has sold at least $500,000 worth of beads in a year. “Two of those dealerships are in Aroostook County. Our goal is to be a Platinum Dealer by next year. Women in the county are really responding to the whole concept of Trollbeads,” Torres stated.
    For the uninitiated, the brand started in Denmark about 30 years ago and through sheer popular demand, it grew from a few beads into an international experience. The brand consists of interchangeable handcrafted beads made from glass, gemstones, pearls, Swarovski crystals, sterling silver or gold or a combination of several materials. Each bead has a story which is outlined in the company’s storybook. There are animals, symbols, flower and nature beads, fantasy or fairytale beads, letters of the alphabet, and seasonal beads.
    “Denmark is the mother ship. It’s in charge of all the Trollbeads, worldwide. Everyone has to market them the same way. We all have to have the same beautiful display. So, when you go into a Trollbeads store, there is a continuity there and you know you are getting the same thing every time,” explained Torres who was standing in front of a Lucite case with a seasonal display for fall. She also said that some beads are sold only in the U.S. while European beads are only sold in Europe. Referring to the fact that the company does retire some styles, Callnan said: “They don’t keep these forever. Your beads grow in value.”
Passion takes precedence
    Getting started was not simply a matter of handing over a check. “You can’t just have money to open the Trollbead business, you have to have a passion for it. You really have to love Trollbeads,” said Callnan. “We had to work for it and convince them. They want to know that you’re not just in it for the money. They want to make sure that you have a passion for these beads,” added Torres.
    Torres’ passion for the jewelry line started, she said, with four beads, a chain and a clasp. She bought more and then people started buying them for her. “And, it just grew from there. I probably have enough for three bracelets now.”
Houlton Pioneer Times Photo/Elna Seabrooks
WISH LISTS — Anne Callnan reviews cards customers have completed detailing the beads they hope will be purchased as gifts.
    Well. eventually, the passion caught fire in Callnan. “Jane had a bracelet for several years and she’s been collecting them and I always admired them and never had one. Last year was my 50th birthday and she bought me a bracelet and some beads.”
    One thing led to another and after renovations, expansion and relocating the reception area the sisters were approved for a dealership in the Trendsetters salon on Bangor Rd.
Bead planning
    Samantha Mooers, a hairstylist at Trendsetters, also helps customers design their jewelry. “I like to make bracelets so people can see what looks nice together and not be overwhelmed when they buy the beads. I really encourage them to pick out beads that tell their story,” Mooers said. She added that some like to match their  bracelets to the seasons and others pick out themes like pink beads for breast cancer awareness.
    Torres pointed out the handcrafted detail and precision of the beads. “When a woman is having a bad day they don’t mind buying a bead for themselves. She might buy the lucky dragon. It looks like a mini sculpture.” Then she held up the seer. “We hoped to be dealers and I bought the seer and thought it could see into our future.” Her sister said: “She actually has them lined up on her window sill when she’s not wearing them.” Torres agreed that she does do that.
    When elaborating on the intricate nature of purchasing and planning a bracelet or a necklace, Callnan said that her sister and a customer spent some time arranging Jane’s beads. “You know you can be late in the morning trying to arrange your bracelet or your necklace in a way that will make you happy that day.” Although some people create a bracelet and always keep the arrangement the same. Torres said she changes her beads all the time.
    Every three months there is an inspiration bracelet for all stores that will present the same display and the sisters expect a very special one for Christmas.
Open house and trunk show
    To acquaint area residents with the line, an open house is planned for Friday, Oct. 22, from 5-7 p.m. In addition there will be a trunk show Nov. 18-20 during regular business hours when the partners will present an expanded line of beads with special promotions and giveaways. “Men are welcome, too,” said Callnan.
Houlton Pioneer Times Photo/Elna Seabrooks
HANDCRAFTED — An almost infinite combination of handcrafted beads made from glass, gemstones, pearls, Swarovski crystals, sterling silver, gold or a combination of materials can tell the owner’s story while making a fashion statement.
    “You don’t have to do it all at once. You can buy one or two,” said Torres. “It’s very exciting for us.”
    Trendsetters is open 8 a.m.-5 p.m. weekdays and 9 a.m.-3 p.m. Saturdays. For more information, call 521-0044.