Anni Lu


Helle designs delicate jewelry made by hand. Featuring 14-carat solid gold and 18-carat gold plated sterling silver, sparkling crystals, seed beads and semi-precious stones. Celebreties and royals alike have fallen in love with Helle's personal designed items. 

ANNI LU was founded 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 people inspiring Helle the most; her late mother Anni and her daughter Luella. 

All ANNI LU styles show Helle's great passion for personal style, colours and playful combinations. Signature pieces include tropical styles, good luck charms, personalized initial pendants, ancient coins and a bold use of color. 

iiSA of Malmö has chosen ANNI LU as a brand for it's uniquness and playfullness, it's lightness and colourful palet. 

When not travelling the world for inspiration Helle lives close to the Louisiana Museum of Modern Art, just north of Copenhagen with her husband and their daughter Luella.