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. All Anni Lu styles show Helle's great passion for personal style, colours and playful combinations. Signature pieces include tropical styles, good luck charms, personalized initial pendants, ancient coins and a bold use of colour.