Julie Ashford is the owner and creative force behind the Spellbound Bead Co. Julie has been creating beaded designs, teaching and producing bead kits for many years. The company was founded 32 years ago and as well as specialising in retailing a huge range of beads and related products, Spellbound is best known for its fantastic range of in house designed kits and best selling beading books. She is the author of Spellbinding Beaded Jewellery, Spellbound Festive Beading; Spellbound Festive Beading Two; Spellbound Beaded Tassels and Starting to Make Bead Jewellery.