ANNI LU was founded in Copenhagen in 2013 by Helle Vestergaard Poulsen, former creative director for a number of Danish fashion magazines. The name ANNI LU is a combination of the two persons inspiring Helle the most: her late mother Anni and her daughter Luella. Helle's fun and friendly jewellery show her great passion for personal style, colours and playful combinations. It is all made by hand from 14-karat solid gold and 18-karat gold plated sterling silver, sparkling crystals, seed beads and semi-precious stones and is worn by many celebrities, royalty, fashion personalities, passionate fans and collectors (that includes us!).