WhatsApp
Email
Facebook
Twitter
LinkedIn
On a grey October day in Paris, sisters Joy and Sarah Haugaard were showing collections from their Lionheart jewelry brand to press and buyers at the NouvelleBox show. Among the gleaming gold chains, thoughtfully designed charms, and jumbo hard-stone beads was a tray of diamond and ruby crosses, gold-beaded horseshoes, sapphire evil eyes, pavé chai symbols, and emerald crescent moons. The talismans reflected diverse belief systems, each imbued with age-old symbols of faith.
“The faith charms were inspired by the idea of creating something spiritual yet deeply personal — symbols of belief, hope and protection that transcend any single tradition,” Joy tells Rapaport Magazine later. “We live in a world where everyone can benefit from love and faith, and I wanted each piece to carry the energy with which you want to move through the world.”
Meaningful beginnings
Modern charms are Lionheart’s calling card. Meaning is important for jewelry buyers today, and talismans and charms have been a growing trend in recent years. The market for charm bracelets amounted to $4.2 billion last year, according to research firm Market Intelo, which expects that figure to nearly double by 2033.
“Women today are seeking connection and a deeper sense of meaning in what they wear,” says Joy. “When jewelry holds emotion and memory…it becomes a symbol of identity. When a woman chooses a piece that feels personal, it’s no longer just an accessory; it’s a reflection of who she is and what she values.”
The brand’s best-selling charm is the Cassandane medallion, which Joy originally designed for friends back in 2013, before Lionheart existed. The legendary love between Persian Queen Cassandane and her husband Cyrus the Great was the inspiration for Joy’s first such piece, a beaded sunburst heart ringed with diamonds and sporting a central solitaire. Symbolizing love, light and luck, these weighty solid-gold medallions now come in several sizes and retail for as much as $12,950.
The design was among the first to kickstart a trend of meaningful statement jewelry on chunky chains. But “women don’t just look for beautiful pieces,” says Sarah. “They look for meaning. Small, intentional touches turn a simple charm into a talisman. It’s just a charm until it becomes a part of your story.”
Inherited taste
The Haugaards grew up in Denmark and moved to New York in their teens. “Denmark gave me history, but New York gave me attitude,” says Joy. The foundation of her design language is the clean, architectural approach of Scandinavian design, but it gained an entirely new dimension after her relocation. “New York came along and changed everything — it brought energy, contrast, boldness, rebellion. The moment I set foot in New York, I knew I belonged.”
At the heart of the brand is the sisters’ memory of their grandmother’s jewelry box, full of pieces that Joy describes as “alive with energy and emotion.” They remember her as a woman for whom jewels were deeply personal rather than status-related, and who never left the house without her lipstick and a favorite piece of jewelry.
“That spirit lives on in everything we create,” says Sarah.
She would no doubt be proud of what her granddaughters have built. While Joy leads design, Sarah takes care of operations, brand-building and storytelling.
“Our mom raised us to value independence and connection,” Sarah relates. “She made sure we knew how to be a good team, and that upbringing translates perfectly into our partnership at work.”
Design development often starts with “a symbol, a story, a piece of art,” according to Joy, who will sketch around it until she has something meaningful. “Sometimes the inspiration comes from what’s happening in the world, or the color of a gemstone. There’s something almost spiritual about working with natural materials that have existed for millions of years; they already have a story before they reach us.”
Once the creative building blocks are in place, Sarah fits the new piece into the Lionheart narrative, working out how it will connect with their audience and how she can bring it to life. The production team is in New York, and both sisters are involved all the way to the final casting, “because every piece has to feel right in both design and spirit,” says Sarah.
Personal style
As designers of intentional jewelry, the sisters naturally have their own styling preferences for the pieces they wear. Joy is into layering, stacking up chains and charms, bangles and bracelets “like my version of armor, the confidence I carry into the day,” while Sarah’s ride-or-die is the Cassandane heart pendant that started their whole journey.
Theirs is empowering, timeless jewelry for women living with “curiosity, strength and authenticity,” according to Joy. The word “heirloom” is often overused, but for the Haugaards’ work, it feels apt.
“I do wish I could have shared my more recent designs with our grandmother,” Joy says. “She loved jewelry so much. Seeing her in a few new Lionheart pieces would have been incredible.”
Main image: Joy and Sarah Haugaard. (Lionheart)
