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Helle Vestergaard Poulsen — Founder, ANNI LU
Friends & Partners
October 12, 2020

Helle Vestergaard Poulsen began experimenting with jewellery making in her Copenhagen apartment six short years ago. Fast-forward to 2020 and her delicate jewellery label ANNI LU is adorned by celebrities, royalties, fashion personalities, passionate fans and collectors alike. With a clear goal from the outset to create affordable yet luxury jewellery, ANNI LU exists to act as a conduit between your clothing and your own personal look. ANNI LU designs are known for their colourful and playful combinations of materials, while their signature pieces include tropical styles, good luck charms, personalised initial pendants and ancient coins. We recently had the pleasure of having a chat with the team over at ANNI LU and got a bit of an insight into how they got a start in the industry, the relationships they want to build with their customers and what to expect from the label in the future.

How did ANNI LU get its start in the industry?
I started out producing jewelry in our apartment in Copenhagen six years ago and only selling in a few selected shops in Denmark. At that time it was mainly bracelets – and from then on things have just gone fast for ANNI LU.

What did you do before ANNI LU was founded, Helle?
I worked as a creative director at a number of Danish Fashion magazines, which also made me extremely interested in fashion and trends.

What is the ethos behind the brand? Why does ANNI LU exist?
We have always wanted to create affordable luxury jewelry, that you could mix and match with the current fashion trends without going broke when buying. When adding ANNI LU to your clothing, you should be able to create your personal look. We want all our customers to be their own personal stylist. 

What materials do you work with, and why is that?
We work with a lot of different materials. A lot! What binds it all together is a natural and playful look and feel. ANNI LU should always be a fun and playful brand.

When adding ANNI LU to your clothing, you should be able to create your personal look. We want all our customers to be their own personal stylist.

How would you describe your approach to designing pieces at ANNI LU?
Apart from all the commercial thoughts on pricing, materials and so on, the most important thing is that all jewelry should be true to our DNA as a fun and playful brand.

What do you want people to feel when they wear your jewellery?
I want them to feel special. And comfortable.

How does being Danish affect ANNI LU’s identity?
Actually we don't think of ourselves as a Danish brand, when it comes to design. We feel more like a brand that is at home everywhere from the streets of Copenhagen and Paris to the beaches of Bali and California. 

How is ANNI LU jewellery designed to be worn?
As you please. And hopefully combined with a lot of different jewelry.

I started out producing jewelry in our apartment in Copenhagen six years ago and only selling in a few selected shops in Denmark. At that time it was mainly bracelets – and from then on things have just gone fast for ANNI LU.

 

What’s currently on your to-do list?
Hopefully to start travelling again. Travelling has always been what inspires me to new collections, so fingers crossed, that it will be possible again soon.

How is ANNI LU adjusting to the challenges 2020 is throwing at us?
We have been adjusting our collections and introductions this year as nothing is normal. We are still a relatively small brand and very agile, so we have been able to find new ways of creating collections and have them introduced to our customers.

What’s in store for the future of the brand?
Basically just to continue what we have always been doing: Working with inspiring people and customers and stay true to our DNA. Our main focus has never been growth or money, but to be a brand that our customers love. 

Shop the collection here

@_anni_lu_

WORDS BY PETER BAIN
IMAGES COURTESY OF ANNI LU
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