One of the things that captured my attention when I was researching Lionheart Jewelry was the Wings of Love collection, which is inspired by Joy’s relationship with her grandmother. This resonated with me, as one of my earliest memories is playing with the treasures in my grandmother’s jewellery box in St Petersburg. The collection is filled with diamond and coloured gemstone-set birds, including swallows and doves, in the form of bracelets, drop earrings and pendants. “Wings of Love symbolises the enduring connection I share with my grandmother,” Joy tells me. “It serves as a testament to how jewellery can become spiritual over time, carrying deep meanings that transcend the physical.”
Born in Denmark, Joy moved with her sister Sarah to New York in her teenage years and began developing her own blend of Scandinavian and American styles. The pair decided to found Lionheart together, focusing on empowering women by helping them tap into their inner strength, beauty and wisdom.
“I focus on crafting pieces that resonate personally, encouraging wearers to see jewellery not just as an accessory but as a meaningful expression of their identity and experience,” Joy explains.
During this autumn’s Paris Fashion Week, I got to see the brand’s pieces first-hand at a NouvelleBox Pop-Up event. In more recent months, I spoke to Joy to discover the stories behind her creations and find out what inspires her. Here are the highlights of that conversation.
Katerina Perez: What is the deeper meaning behind your brand?
Joy Haugaard: The ethos behind my brand is deeply rooted in my personal journey and passion for storytelling through jewellery. I believe that each piece I design and create carries a piece of my heart and soul, reflecting not just trends but the unique experiences and emotions of the wearer. For me, jewellery is a way to commemorate significant moments, celebrate individuality, and connect with one another. I purposely create it to be bold, loud and reflect as a centrepiece to tell a story. Every collection is inspired by my love for diverse cultures and traditions, places, and people, which fuels my desire to craft pieces that resonate on a personal level. My goal is to create not just beautiful adornments but meaningful treasures that become part of my customers' stories and are cherished as heirlooms for generations to come.
KP: How did your signature medallion and talismanic concept evolve?
JH: Initially, I was inspired by the idea that jewellery can serve as a conduit for meaning, connection, and protection. I began to draw designs that encapsulate personal stories and significant moments, infusing each piece with intention and emotion. Over time, this focus on symbolism became a hallmark of my work. I find that medallions and talismans resonate with people on a profound level, as they often carry personal significance and serve as reminders of values or milestones.
By incorporating vibrant colours and bold designs, I create pieces that are not only visually striking but also imbued with a sense of purpose and individuality. I often draw inspiration from the places I have visited and the rich tapestry of cultures I’ve encountered. These experiences influence not only the designs but also the narratives behind each piece. Colours are particularly important to me; I believe they add vibrancy and character, transforming a piece into a lively expression of identity.
KP: Can you pinpoint a specific piece of collection that really showcases the style and ethos of your brand?
JH: One collection that truly exemplifies my style is the Cassandane Collection, which I created years before officially launching my brand. Inspired by Queen Cassandane from the Great Persian Empire, this collection reflects the everlasting love between the Queen and Cyrus the Great, capturing the essence of a tale of two lovers. The gorgeously handcrafted fluted charms and beaded borders draw inspiration from vintage heirlooms and symbolise a bursting love, making each piece not just a piece of jewellery but a narrative of romance and devotion.
Additionally, my latest Legacy Collection is particularly dear to me, as it embodies my passion for horses as majestic beings. Not only does this collection celebrate their beauty and grace, but it also gives back to a charity foundation called 13 Hands which is dedicated to saving horses. I chose the name ‘Legacy’ to signify the importance of leaving something meaningful behind through my art, contributing to a cause that resonates deeply with me.
KP: What are some of your favourite materials to work with?
JH: My preferred materials are 14k and 18k gold, along with natural diamonds and gemstones. I have a deep appreciation for the quality and warmth that these materials bring to my designs. I believe that the right combination of metals and stones can elevate a piece from ordinary to extraordinary. When it comes to coloured gemstones, I love to have fun with vibrant hues. I find that certain combinations create a dynamic energy that truly brings the designs to life. For instance, I enjoy pairing emeralds with turquoise for a fresh, striking contrast. Pink sapphires mixed with lapis create a beautiful interplay of soft and bold tones, while the combination of mother of pearl with rubies adds an elegant touch that’s both sophisticated and eye-catching.
KP: How does running a business with your sister inspire you? Do you think this family connection affects you as a designer and artist?
JH: Running a business with my sister is the most important and fulfilling part of my journey. I firmly believe that our dynamic has shaped me into who I am today and allows me to pursue my passion wholeheartedly. Lionheart is not only a brand; it’s a testament to the love and bond we share. Sarah is the first person to see my pieces, and her feedback is invaluable. She encourages me to push boundaries and explore new ideas without artistic limitations. The trust and understanding we share allow me to express my ideas freely, knowing I have someone who genuinely believes in me. This connection brings a unique energy to Lionheart, making it a true reflection of our shared vision and values.
KP: What I love about visiting your website is seeing both older and younger models wearing your jewellery. It is very inspiring to see women of all ages represented. Is this something you are passionate about?
JH: Absolutely! I believe it’s essential to showcase diversity across all ages, ethnicities, nationalities, and backgrounds. Jewellery is a form of self-expression, and everyone deserves to see themselves represented in the pieces they wear. Having both older and younger models on my website reflects the idea that beauty and style are not confined to any specific age or look. Each piece of jewellery tells a story, and those stories are enriched by the varied experiences of different individuals. By embracing inclusivity, I hope to inspire confidence and celebrate the unique journeys of everyone who wears my designs.
KP: What is next for Lionheart?
JH: Right now, I’m focused on launching my Zodiac Collection from the Seasons™ collection, which I have been passionately working on. This collection features medallions crafted in solid 18k gold, adorned with diamonds and interchangeable gemstone discs. This design allows for versatile wear, enabling customers to mix and match colours to suit their personal style. As for my aspirations for the brand, I aim to continue pushing boundaries and exploring new concepts while staying true to our core values of authenticity, craftsmanship, and inclusivity.
Joy’s approach to Lionheart is a wonderful example of how soul and jewellery are intertwined. I am sure she can’t imagine her life without jewellery, and neither can I, so in that way, we are kindred spirits. Perhaps you share our belief that jewellery goes beyond mere accessory and is, in fact, a conduit for love, memory, meaning, fulfilment, confidence and everything in between. If this is the case, Lionheart is a conducive place to start your collecting journey.
