Named after her two favourite people – her mother Anni and daughter Luella – Helle Vestergaard Poulsen launched the Scandinavian jewellery line ANNI LU in 2013. The delicate handmade jewellery designs feature 14-karat solid gold, 18-karat gold plated sterling silver, crystals, seed beads and semi-precious stones.
The designs reflect Helle’s unique bohemian aesthetic, as her love for travel is mirrored in signature designs including ancient coins, good luck charms and tropical styles. As a former creative director for various Danish fashion magazines, Helle is no stranger to the industry. Anni Lu is a favourite amongst celebrities and royals and has appeared in fashion publications including Vogue and ELLE.