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Helle Vestergaard is the creative force behind Copenhagen-based jewellery brand Anni Lu. Delicate, flirty and oh so beachy, there's no wonder they’re favourites from Sardinia to Santa Monica. She started her career as a creative and art director for Denmark’s most stylish magazines and in 2013 she took a leap of faith and focused her attention on her then side hustle, her jewellery brand. She named it after after her mum and her daughter, the two women that inspire her most in the world. Since then she has been creating beautiful jewellery we all want to wear right now

My late mother Anni and my daughter Luella are the two most creative people I have ever met. They both love shaping things and playing with colours, which is what ANNI LU is all about.

Helle Vestergaard


Helle's pieces are designed to be layered, it's an aesthetic that calls to mind tropical beaches and 1990s friendship bracelets. Expect shell charms in 18kt gold, fresh water pearls, colourful beads and gemstones that are just calling out to be paired with flowing kaftans and colourful swimwear.

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A masterclass on how to wear beads with bikinis from Anni Lu.


Anni Lu’s beaded offerings exude tropical style, these handmade colourful pieces are made from glass and resin beads carefully curated to create a vibrant rainbow of summery colour. Stack with your favourite jewels for your own unique look.

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Delicate shell motifs conjure up the spirit of summer from Anni Lu.


Fun and playful we love Anni Lu’s summer shell pieces which work evocative names from Hide Tide to Castaway, each motif is worked in unique ways, they’ll soon become your good luck charms to wear all summer long.

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Pearls worked in playful combinations is a style signature of Anni Lu.


Pearls don’t need to be formal, Anni Lu’s offering are fresh and wild, made to be worn with a shimmering tan and beachy hair. Sculpted from 18-carat yellow gold brass, choose necklaces with beautifully irregular pearls, modern hoop earrings or simple yet effortless pearly drops for your summer jewellery wardrobe.



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