Anna introduces us to the Scandinavian jewellery brand, worn and adored by celebrities, royalties and influencer fans.

Founded in 2013 by Helle Vestergaard Poulsen,Anni Lu is a Scandinavian jewellery brand, with a name dedicated to the two people who inspire her the most, Anni, her late mother and Luella, her daughter.

Worn by celebrities, royalties and influencer fans, the delicate, Danish, handmade jewellery is calling out for a kaftan but likewise looks incredible with a kagool.

A former editorial art director for various Danish fashion magazines, Helle became a jewellery designer after feeling for a long time that there was an opportunity for a playful, contemporary brand with an affordable price range allowing customers to buy multiple styles and layer.

She finds inspiration from her love of international travel. Ideas from Bali, California and Mexico are apparent in designs from the latest collection.



The jewellery is tropical and fun. Signature pieces include shell charms, fresh water pearl necklaces and earrings, good luck charms, anklets, colourful seed beads, and semi-precious stones.

Operating an ethical business is important to the brand and they always try to make a difference for the people who they work with. The 'For Women' collection is made by mothers in Kenya’s largest slum, to provide a living for them.



Helle lives close to the Louisiana Museum of Modern Art by the beautiful coast line north of Copenhagen with her husband and their daughter.

This is one of those brands where you want to buy everything. I have my eye on these hoops, the mussel earrings and the classic bestselling ‘Gertrude’ made from 18kt gold plating and cultured freshwater pearls.



The brand sell directly from their e-commerce platform and are also stocked in multiple boutiques and online shops around the world including Browns, Farfetch and Moda Operandi.

October 2020

Anna Bance

Anna is the co-founder of Girls Meets Dress and a contributing editor to the GWG. She expertly guides us round the most covetable online fashion.

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