Anni Lu was founded in 2013 by Helle Vestergaard Poulsen, former creative director of a number of Danish fashion magazines. The name ANNI LU is a combination of the two people who inspire Helle the most: her late mother Anni and her daughter Luella. Anni Lu has a great passion for personal style, colors and playful combinations. Signature strengths include tropical styles, good luck charms, personal initials pendants, ancient coins and a modern use of color.

Delicate jewelry made by hand: with 14 carat solid gold and 18 carat gold-plated sterling silver, sparkling crystals, seed pearls and semi-precious stones. All styles are a modern result of Helle's great passion for the warm days at the beach, but also the personal touch of the brand, which is expressed in the many unique jewelery designs.