Meet Helle Vestergaard Poulsen, the former editorial art director turned jewellery designer and founder of Anni Lu—a delicate, handmade jewellery brand based in Denmark. We connected with Helle to learn more about the story behind the brand, what inspires her, how she embraces slower living and more.
Tell us about the inspiration behind Anni Lu.
The name Anni Lu actually comes from the two people who inspire me most—my late mother Anni and my daughter Luella. I had always felt that there was an opportunity for a jewellery brand that had the courage to be both playful and contemporary but also in a price range where it was affordable to buy a few different styles and mix them with your existing wardrobe. This has been my vision for Anni Lu.
Describe the Anni Lu brand in three words.
Fun, playful and inspiring.
What does operating an ethical business mean to you?
We always try to make a difference for the people who we work with. For example, our FOR WOMEN collection is made by mothers in Kenya’s largest slum, to provide a living for them.
“I get most of my inspiration from travelling the world. You can find inspiration from Bali, California and Mexico in the designs from our latest collection.”
How has travel influenced the brand?
I get most of my inspiration from travelling the world. You can find inspiration from Bali, California and Mexico in the designs from our newest collection.
Which Anni Lu pieces do you have in steady rotation?
A lot! I always combine my Anni Lu bracelets with my other jewellery, like my Cartier Love bracelet. A go-to would definitely be the Pearly Alaia Bracelet and at the moment I am secretly wearing pieces that will launched with our new collection in the coming months.
Office soundtrack / go-to Spotify playlist.
I love music but I don’t necessarily have a favorite; I am always discovering new music. I think music can put you in a creative mood and finding a new song that you really love can be like finding a treasure.
Who and what inspires you?
Travel and the people around me. My (personal) Instagram account @hellevp is a good showcase of what inspires me in the moment. Although I’ll warn that there are a lot of interior posts right now as we’ve recently moved into our dream home by the sea!
One of the best things about being an entrepreneur is having the luxury to enjoy slow mornings with a cup of coffee and a magazine. It might result in some long evenings at the office, but it’s those slow mornings that give me the fuel to be creative during the day.
Describe your perfect Sunday.
Me and my family—with no plans whatsoever.
How do you embrace slower living?
For me, it is very much connected to Anni Lu. We are in no rush to grow the business and would rather work with people and brands that inspire us and make us better.
“One of the best things about being an entrepreneur is having the luxury to enjoy slow mornings with a cup of coffee and a magazine.”
Where are you dreaming of traveling when the world opens up again?
To Bali. And California. And Paris. And Canada. And and and…
What has travel taught you?
Everything. The world is a fantastic place and we are very privileged to live where we do.
How will you travel a little lighter and more consciously in future?
We are definitely going to travel Europe by train, if possible. And otherwise, we plan to be more conscious when choosing our airline as well.
What are Copenhagen’s best kept secrets?
North of Copenhagen you’ll find the most beautiful coastline. And the Luisiana Modern Art Museum.
Philosophy to live by.
Be to others, how you would like them to be to you.
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