Mon. Nov 28th, 2022

Jewelry designer Helle Vestergaard Poulsen of Anni Lu is known for her playful take on jewelry design, and her newly launched collection entitled ‘Echo Beach’ is all about white sands, crystal clear waters, and good vibrations.

Expect Bali-inspired green quartz and glass bead necklaces, hot pink resin hoops, jade, quartz and agate anklets, and limited edition bracelets that have been lovingly crafted by an inspiring collective of female artisans, Women of Bali.

Helle Vestergaard Poulsen, Founder of Anni Lu tells us what we need to know about the new collection.

Inspiration: My inspiration behind the Echo Beach collection goes back to the early ‘70s surf culture, where it was all about a bohemian lifestyle and focused on living a fulfilled life in balance with nature. I was very inspired by the filmmakers Alby Falzon and David Elfick’s classic surf movie “Morning of the Earth” from 1971, where we follow a group of surfers traveling to the then-unknown beaches of Bali, like Green Bowl Beach and Echo Beach. They were in search of a balanced life and perfect waves. They had boards under their arms and were dreaming of something bigger. They were exploring the measures of all things beautiful, shaping their surfboards, and living off the land in harmony with nature.

The colors, feelings and structures of our new collection have found their inspiration in these years in the surfing community, where surfing manifested itself as more than just a sport. The campaign was shot on Nusa Lembongan, a small and pristine island just off the coast of Bali, by photographer Emily Yates where you can still capture the feeling of “I am the first human here.”


Color palette: For this collection, I have focused on strong colors like pinks, greens and yellows, taking inspiration from the colorful reefs and fish around the coasts of Bali. ANNI LU is, in general, all about colors. Our bright pieces will brighten your day and add some fun to your Autumn/Winter looks. You will also find beautiful burnt colors throughout the collection representing the swell of the waves, the rocks and the amazing sunsets in Bali.


Favorite piece: It’s so difficult to pick just one piece. I must say I love the Hip Hop Good Luck Pearly Necklace. It’s a fun statement piece. Statement pieces are easy to style with all of your different looks. They are great if you want to dress up an outfit or add an extra pop of color. A fun fact is that frogs symbolize transformation, change and prosperity. The frog totem brings peace, eternal beauty, and honesty and surfers used to wear them as a symbol of good luck. I also like stacking the bracelets for a more personal and fun look! I’m always wearing a lot of our bracelets together. You will now find our Green Bowl Bracelet, Paradiso Bracelet, Hip Hop Good Luck Pearly Bracelet and Surf Rider Bracelet on my wrist.

This year, we have a special collaboration with the organization, The Women of Bali, a group of disabled and inspiring women we have been working with on designing and crafting a limited series of bracelets for this collection.


Where it’s sold: The Echo Beach collection is available at our 250 selected retailers around the world, which include Browns Fashion, Liberty, Selfridges, Harvey Nichols and Hypebeast, to name a few.

You can also explore the Echo Beach collection at anni-lu.com where you will find all of our pieces.

Leave a Reply

Your email address will not be published. Required fields are marked *