At the intersection of artistry, travel and personal memory, Helle Vestergaard Poulsen has carved a distinctive path through the world of contemporary jewellery. Best known as the creative founder of Anni Lu, Poulsen is a Danish designer whose life story infuses every bead, pearl and charm she creates — making her one of the most compelling figures in design today.
From Copenhagen to the World: Origins of a Creative Mind
Helle’s trajectory reflects a deeply rooted connection to Copenhagen’s vibrant creative scene and a lifelong love of colour and form. Before launching Anni Lu, she built her career in editorial design, working as creative director and art director for multiple Danish fashion magazines. This early immersion in the fashion world sharpened her eye for trends, palettes and aesthetic storytelling — skills that would later define her own brand.
The name Anni Lu itself is a tribute to Poulsen’s most formative relationships: her late mother, Anni, and her daughter Luella — two women whose presence in her life continues to shape her creative ethos.
A Designer’s Palette: Travel, Memory & Play
What distinguishes Poulsen’s work from that of her peers is not just her eye for design, but the narrative threads that weave through each piece. Inspired by global travel — from the tropical colours of Bali and California to the spirited energies of Mexican design — her jewellery evokes sun-soaked beaches and free-spirited landscapes.
In interviews, she has described her creative instinct as rooted in travel and the natural world — a philosophy that translates into Anni Lu’s signature aesthetic: colourful, handcrafted pieces that feel personal, alive and joyful.
For an overview of Anni Lu’s collections that mirror this ethos, see our detailed Anni Lu product range.
The Birth of Anni Lu: Personal Story Meets Design Innovation
Founded in Copenhagen in 2013, Anni Lu began as a response to Helle Vestergaard Poulsen’s desire for jewellery that captured both the playfulness of fashion and enduring quality. Having spent years shaping fashion narratives for magazines, Poulsen recognized a gap in the jewellery market — especially for pieces that could be layered, mixed and matched to shape personal expression.
Each collection reflects this philosophy: delicate freshwater pearls, vibrant gemstones, shell motifs, good-luck charms and beads that conjure memories of beaches and sunsets.
Over time, the designs have captured attention globally — from everyday consumers to influencers, celebrities and royalty — validating her belief that jewellery is best when it inspires joy and individuality.
Design Values: Intentional Craft and Ethical Practice
Underlying Poulsen’s creative vision is a commitment to responsible production. Anni Lu places importance on ethical labour standards and works with artisans across continents to create pieces that resonate with meaning and craftsmanship.
This ethical approach extends to community-focused collections — including initiatives that support women artisans — aligning beautifully with Helle’s own worldview: design should not only be beautiful, but impactful.
To explore how these values shape the product line, check our internal feature on Anni Lu’s sustainability efforts.
Life Beyond the Studio: Inspiration at Home
Though her professional profile thrives in the public eye, Poulsen’s personal life remains a source of constant inspiration. She lives north of Copenhagen, close to the coast, where nature, light and slow rhythms fuel her creative routine.
Here, with her family, she balances design with cherished personal rituals — a reminder that everything she creates is infused with life beyond the studio desk.
Looking Forward: Evolving the Story of Anni Lu
As Poulsen continues to shape the brand’s direction, her ambition remains deeply human: to foster creativity, connection and joy. She envisions a future where Anni Lu continues to make people feel seen, special and expressive through wearable art.
Reflecting on her journey from editorial rooms to leading her own brand, Helle Vestergaard Poulsen stands not merely as a designer of jewellery — but as a storyteller whose craft resonates across cultures and lifestyles.
If Helle Vestergaard Poulsen’s journey and craft resonate with you, explore the full Anni Lu collection to discover pieces that feel like personal talismans — and stay inspired by the narratives behind each design.
