Anni Lu
Anni Lu is a Danish jewellery brand founded in 2013 by Helle Vestergaard Poulsen. It makes playful, colourful jewellery with seed beads, freshwater pearls, shells and 18kt gold plating, sold online and through stockists worldwide.
| Founded | 2013 |
|---|---|
| Founder | Helle Vestergaard Poulsen |
| Country | Denmark |
| Signature materials | Seed beads, pearls, 18kt gold plating |
| Website | annilu.dk |
What is Anni Lu?
Anni Lu is a Danish jewellery label known for colourful, playful pieces that mix seed beads, pearls and gold-plated metal. Although sometimes listed as German, the brand is Scandinavian and rooted near Copenhagen.
History
The brand was founded in 2013 by Helle Vestergaard Poulsen, a former editorial art director for Danish fashion magazines. The name combines her late mother, Anni, and her daughter, Luella.
Products and positioning
Anni Lu designs necklaces, bracelets, earrings and anklets in a bright, holiday-inspired style. Materials include 18kt gold plating, cultured freshwater pearls, seed beads, semi-precious stones and shell. Its For Women collection is made by mothers in Kenya to provide them with a living.
- Seed bead necklaces and bracelets
- Pearl and hoop earrings
- Shell charms and good luck pieces
Distribution
The brand sells through its own online shop and an international network of stockists, including Liberty, Selfridges, END., Browns, Farfetch and Moda Operandi.
Why it matters
Anni Lu is part of the wave of Danish accessible luxury jewellery brands that have built global reach through department stores and online luxury platforms.
Frequently asked questions
Where is Anni Lu from?
Anni Lu is a Danish jewellery brand founded near Copenhagen in 2013.
Who founded Anni Lu?
Anni Lu was founded by Helle Vestergaard Poulsen, a former art director for Danish fashion magazines, who named it after her mother and daughter.