Established in 2013 by Danish creative director Helle Vestergaard Poulsen, Anni Lu is a distinguished jewelry brand celebrated for its handcrafted pieces. Each creation is a manifestation of Helle's personal style, characterized by a playful yet elegant fusion of colors. The brand gained prominence during the Covid lockdowns, embracing the DIY craft-making trend. Today, Anni Lu is synonymous with fashion-forward jewelry, featuring glass beads intricately fastened with 18kt gold-plated clasps.