For sisters Joy and Sarah Haugaard, the journey to launching Lionheart wasn’t just a business venture—it was a promise fulfilled, a poetic tribute to their heritage, and an expression of their creative spirits. We turned our lens to the sister-duo who are participating in the prestigious Couture show, slated for early June this year, to discover what makes this award-winning brand so special.
Joy Haugaard, Creative Designer & Founder, along with her sister Sarah Haugaard, Co-Founder & Operations, honoured a childhood promise they had made to each other. Interestingly, the name of their brand – Lionheart – was decided long before they knew what it would become. Shaped and influenced by a lineage rich in creativity, their vision eventually took form. Lionheart, in short, is a freedom of creative expression in gold and gemstones.
More than just a jewellery brand, Lionheart is a heartfelt expression of family stories and meaningful connections. Each piece, crafted with purpose and love, aims to empower and celebrate women. Lionheart invites wearers to embrace their individuality and carry a sense of meaning with them. Built on passion, resilience, and authenticity, the brand is driven by purpose—and a profound gratitude for the community that continues to support its vision.
Raised in a family steeped in artistry—where painters, sculptors, and craftsmen were the norm—Joy Haugaard’s path to jewellery design seemed almost predestined.
The confidence to express themselves through various art projects was as natural as breathing. That led Joy to study the history of art and design. She also grew up immersed in the industry from the age of 15, with direct access to production, workshops, and gemstones. Joy states, “Those 15 years were my true schooling period. After spending all that time working in the industry—creating and designing throughout—and with support from my husband and family, I eventually started my own company, called Sarah, and told her it was time we finally took this step and Lionheart was born.”
The name Lionheart also has a heart-warming origin. Growing up in Aarhus, Denmark, Joy and Sarah shared a favourite children’s book, The Brothers Lionheart, by author Astrid Lindgren. The story of two inseparable brothers deeply resonated with the sisters, who once promised each other that, if given the chance, they’d create something meaningful together and name it Lionheart. “Many years later, we kept that childhood promise,” Joy revealed.
Launching Lionheart in 2020, during a global pandemic, came with more than its fair share of challenges. “It was a scary and unpredictable time, yet it also pushed me in ways I never expected,” Joy recalled. From supply chain issues to showroom delays and learning how to adapt quickly, the sisters faced a steep learning curve. But in many ways, those challenges shaped the resilience of the brand. Selling online also helped them stay connected with clients even when doors were closed.
The foundation of the brand is based on a strong storytelling ethos. Their Danish roots have cultivated in them a deep appreciation for simplicity, clean lines, craftsmanship, and nature. While New York has given Joy the freedom to be unapologetically daring, allowing her to make bold and expressive lines – a stark contrast to the quiet, minimal world she came from.
“There’s a quiet strength and purity in Scandinavian design that I try to echo in my work. Being part Persian, I’ve also drawn inspiration from a rich cultural history filled with symbolism, poetry, and intricate beauty. It’s where my love for ornate detail, meaningful motifs, and timeless storytelling comes from. Growing up between these two worlds gave me a unique lens. The combination might seem unlikely, but it’s truly the perfect storm,” Joy explained.
Collections driven by Stories
Personal relationships and memories have been immortalised in Lionheart’s collections. For instance, the sisters shared a deep bond with their grandmother, who was instrumental in igniting their passion for jewellery design. Joy shares how The Wings of Love collection is a tribute to their grandmother’s spirit and elegance: “She had a deep love for birds and for their symbolism—grace, strength, and transcendence—which has found its way into my work time and time again. She also believed jewellery was meant to be worn and cherished while you’re alive, not locked away for special occasions. That philosophy stayed with both of us growing up. Watching her wear her pieces with pride, no matter the day, inspired me to create designs that are bold, expressive, and full of life.”
Love for gemstones
Personal stories are woven into every Lionheart collection. Joy approaches gemstone selection as an emotional and intuitive process, where each stone plays a symbolic role in the story she’s telling. “Every gem carries a mood—turquoise calms, onyx protects, rubies ignite,” she explains. “Before I decide what a piece should look like, I ask myself: what should it feel like?”
Sarah, who has a background in performance, believes jewellery should be viewed beyond luxurious adornment. “It holds meaning, individuality, and feeling. That perspective is deeply rooted in my background in theatre, where everything centres around storytelling and creating connection,” Sarah reveals, adding, “Jewellery is a feeling. That’s where my strength lies — in helping bring Joy’s creative vision to life through narrative and connection…it’s the soul behind it that makes it truly powerful — and that’s something we both care deeply about.”
Future themes
Lately, Joy is exploring the concept of transformation—how we evolve through love, loss, resilience, and growth. Nature, the eternal source of inspiration, directs her to celestial themes, in particular. “There’s something endlessly powerful and poetic about the stars, the moon, and the vastness of the universe. They remind us of how small we are yet how connected we can be to something greater.”
Revisiting heritage, diving deeper into ancestral stories, forgotten symbols, and reimagining heirloom-style pieces for the modern world are ideas that excite the duo.
Last but not the least, horses remain a powerful source of inspiration for their strength, grace, and connection to freedom that continue to move them creatively. “There’s so much more to come—and I can’t wait to continue growing, creating, and sharing it all with you. Jewellery is often the final layer we put on before stepping into the world. I want women to feel seen, celebrated, and powerful when they wear Lionheart,” concludes Joy.
Their stories are endless and so is their passion to create bejewelled narratives.