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 persons inspiring Helle the most: her late mother Anni and her daughter Luella. Delicate jewelry made by hand. Featuring 14-karat solid gold and 18-karat gold plated sterling silver, sparkling crystals, seed beads and semi-precious stones, worn by many celebrities, royalties, fashion personalities, passionate fans and collectors. All ANNI LU styles show Helle's great passion for personal style, colours and playful combinations. Rebecca’s love of boho style and Greek island adventuring meant she was instantly drawn to the beachy boho vibes of Anni Lu.