Sarah & Richard Morfoot, Managing Directors, Fable Trading

Sarah Morfoot’s keen eye for design and a passion for the unusual meant that when she first spotted a Trollbeads bracelet on the wrist of a Danish friend she was inspired to contact the Aagaard family in Copenhagen and persuade them to supply Trollbeads to the UK. Seven years later, her company Fable Trading is the official UK distributor for the brand and is doing a roaring trade with the popular brand.

“I was incredibly excited by the beads,” Sarah explains. “Here were beautiful handcrafted individual beads which each told their own story. Not only were they gorgeous, but they had a unique fascination too.”

Armed with samples and her enormous drive and enthusiasm, Sarah has won the support of quality independent jewellers in the UK and Ireland, and has travelled up and down the country as retail interest in the brand has grown since the it officially launched in the UK in 2005.

In 2008 Fable Trading moved offices, expanding its operation to accommodate 17 employees and Sarah’s husband Richard Morfoot joined the company to oversee sales and operations. Today, Sarah and Richard work with 20 employees at the Fable Trading headquarters in Bristol and have a 15-strong sales force operating throughout the British Isles.

“Despite its success, Trollbeads is very much a family business and it’s a business that genuinely cares for its customers and the world we live in,” says Sarah. “This is an ethos which is reflected at Fable Trading. We are committed to providing an exemplary service to all our jewellers and we are always available to provide support. Customer care and integrity is what really counts.”