Doranella Store was established to sell genuine jewelry through online storefronts. The main product was, and still is, Trollbeads, which is coming directly from the former North American Distributor, Lund Trading. Lund Trading’s primary business was to introduce Trollbeads to the North American and Caribbean markets. The product offered was produced at the Trollbeads factories around the world. Most of the products were produced in a Chinese factory which Lund Trading and Trollbeads-Denmark established with a manufacturing agreement in 2004.