Four years ago, sisters Joy Haugaard and Sarah Mahsa founded the fine jewelry brand Lionheart in New York. After moving to Manhattan in their teens from Denmark, the pair fell fast in love with the atmosphere of the Big Apple. For Haugaard, the brand’s Creative Director, her creative link to the arts intuitively blossomed in the city, leading to designs that balanced sophistication, modernity, and meaning.
Today, Lionheart’s collections are inspired by the vivacious atmosphere they’re made in and beauty of the gemstones they hold. Seamlessly, through high-quality materials and fine artisanry, Lionheart blends cultures together with Scandinavian design and New York flair. Rather than a simple accessory, the sisters believe jewelry is a form of self-expression and personal style, elevating your unique power and outlook. Each piece in Lionheart’s collections—from snake-shaped rings, bezel-set bangles, diamond earrings, bangles, and charms—is intended to inspire and empower the wearer, turning them into their inner wisdom, strength, and beauty.
Whitewall spoke with Haugaard to hear how jewelry runs in the family and how each piece of Lionheart jewelry is infused with intention and beauty.
Blending Scandinavian Simplicity with New York Boldness
Courtesy of Lionheart
WHITEWALL: You and your sister, Sarah Mahsa, moved from Denmark to New York and launched a jewelry brand. What about the city inspired this to happen? Or what other inspirational touchpoints were important for you in starting this business?
JOY HAUGAARD: For us, it has always been about starting something together. Our mom encouraged us from a young age to combine our love for the arts with the ability to build something together from that. We have always been close as sisters, but even stronger as partners. So when Lionheart blossomed we knew we would make a great team to create something that was special to us that we wanted to share with everyone.
Courtesy of Lionheart
New York City’s vibrant energy and diverse culture inspired me to start designing from a very young age. The collections came together over the years of building them and bringing them to life which made us launch our jewelry brand. The city’s art, fashion, and architecture fueled my creativity, while the entrepreneurial spirit encouraged us to pursue our dreams as a team and create a home for the pieces together. This fusion of styles became the hallmark of my brand, reflecting both our roots and our new home.
WW: How does the brand fuse Scandinavian design and New York’s flair?
JH: In the realm of Scandinavian design infused with New York flair, our designs, like the “Seasons” collection, embody the essence of functionality. The idea behind interchangeable gemstone charms not only offered a convenient and playful styling option but also came from the desire to craft innovative and practical pieces. From the boldness to the colors, our designs encapsulate the soul of New York.
The Intentions Behind Lionheart Jewelry Designs
Courtesy of Lionheart
“My designs are created to embody all of what defines the individual,”
— Joy Haugaard
WW: What intentions are the designs created to embody? (Empowerment, inner strength, beauty, and wisdom?)
JH: My designs are created to embody all of what defines the individual. Empowerment, uniqueness, and wisdom are amongst those attributes. Inspired by the strong women in my heritage and the incredible diversity of people in New York City, I aim to empower the unique self in each person. I want every person to feel confident and celebrated, drawing strength from their history and roots, with heirloom pieces that carry their own stories.
WW: Jewelry is part of your family history. How so?
JH: Jewelry has always been a huge aspect of my life. My grandmother showered us from a very young age with larger-than-life pieces, which were extraordinary compared to the simplicity of Scandinavian designs. She encouraged us to wear our jewelry daily and show it off, believing that each piece held power, luck, and history. She taught us that these pieces belonged to us, defined us and their stories would reflect through us. Because of her, our view of jewelry changed—from thinking it should be worn only on special occasions to wearing it specially every day.
Courtesy of Lionheart
Conscience Craftsmanship in each piece at Lionheart
WW: Tell us about your ethos behind craftsmanship—and how ethical materials and methods play into that.
JH: Craftsmanship is at the heart of everything I do, and using ethical materials and methods is the most important step in my production process. I ensure every detail is checked, from the origin of gemstones and materials to the manufacturing process, ensuring it meets all ethical standards. I work exclusively with small manufacturers in Italy, Hong Kong, and the United States, making sure all requirements are always met. This transparency is crucial to me as a designer and is my honest message to clients about where our items are made and how materials are sourced.
Courtesy of Lionheart
