From Denmark to New York: How Joy Haugaard Designs Modern Heirlooms with Lionheart Jewelry
Key Takeaways:
- The Origin: Founded alongside Joy's sister, Sarah, and her husband (a 5th-generation jeweler), Lionheart was born from a lifelong dream and a push to 'live out your dream today.'
- The Aesthetic: Lionheart creates jewelry that sits at the unique intersection of clean Danish sensibility and the bold, symbolic energy of New York City.
- Ethical Craftsmanship: Every piece of Lionheart's jewelry is handmade in New York using solid 18k gold and ethically sourced natural gemstones.
- The Mission: Jewelry as "memory-keeping" -- creating pieces like the horse-inspired Legacy collection that carry spiritual and emotional weight.
Joy Haugaard
The Journey from Denmark to New York's Jewelry District
Joy starts telling her story from the beginning: "I was born and raised in Denmark and came to New York when I was almost 16 years old. Originally, I moved here to pursue soccer; funny enough, however, life had a very different plan for me.
I started college unusually early and, almost immediately, started working for a jewelry company.
See, I was quite young and eager to learn, and everything, literally, was exciting for me.
I fell in love with every part of the industry from that young age, and because I began so early, the world of jewelry became the foundation that shaped me, both as a designer and as a businesswoman.
Luckily, I had the privilege of learning from people who had been in the field for decades. So I spent years in workshops, sorting stones, sitting with artisans, understanding production, working directly with clients, and witnessing the full creative process of bringing a piece of jewelry to life.
But Esther, I never imagined that journey would lead me to where I am today, but nearly twenty years immersed in this craft naturally evolved into Lionheart. Every step, planned or unexpected, led me here."
Founding Lionheart: A Family-Driven Vision
Joy continues, "Lionheart was born out of a lifelong dream I carried quietly while working in the industry. For years, I designed pieces on the side, ghost designing for other brands, always imagining that 'one day' I'd create something of my own.
In 2020, when I became quite ill, it was my husband who pushed me to finally step into that dream. He's a fifth-generation jeweler, so this world is in his blood, and he has watched me sacrifice so much of myself for others.
One day, he told me, almost like an ultimatum, 'We never know what tomorrow brings; at least live out your dream today.'
"That moment changed everything. I stopped ghost designing, stepped away from my job, and dove headfirst into building Lionheart. This was both exciting and the scariest thing I had ever done."
The very first thing I did was call my sister, Sarah, and remind her of a silly childhood pact we made when we were kids. I asked her to drop all she was doing and come build this with me. I told her I had actually bought the name years before, saving it for that 'one day,' and I told her this was something I could not and frankly didn't want to do without her.
Joy with her beloved sister Sarah, co-founders of Lionheart jewelry
She had just moved to LA and was settling into her new life, and I completely flipped her world upside down with that phone call. Without hesitation, she said, 'Okay, I'm coming back to New York.' That's who she is, and that moment still makes me smile to this day.
Between my husband, Sarah, and my mother's constant encouragement, Lionheart came to life. We each bring something essential to the table: I create the designs, the part that feeds my soul.
My husband builds the business with me; he understands the legacy, the craft, and the weight of what it means to create pieces meant to outlive us. And Sarah is the one who brings everything to life visually. She's a true creative, the kind of person who can take a spark of an idea and turn it into a world. They are my village. Lionheart may have started with my vision, but I truly could not do any of this without them.
Design Philosophy: Where Scandinavian Minimalism Meets New York Energy
Esther, being Dutch and from the same northwestern part of Europe, appreciates the huge change Joy faces by coming to the United States and wonders how this reflects in Joy's work.
Joy: "Being Danish is a core part of who I am, and it naturally shapes everything I do. From the way I design to the way I run the business. Denmark has this very understated approach to beauty. There's a simplicity, a quiet elegance, and a deep respect for craftsmanship that I carry with me every day. Scandinavian design teaches you that less is more, that every line should have intention, and that quality isn't a luxury; it's a way of life.
Now, when I came to the U.S., especially New York, I was exposed to an entirely different kind of energy! There's boldness here, ambition, emotion, and storytelling. Lionheart sits at the intersection of those two worlds: the clean, refined sensibility I grew up with and the expressive, symbolic, deeply personal elements I found in America.
Danish culture also influences the way I work. There's a humility and a sense of responsibility in how we approach business; we're not afraid to spend more time, more effort, or more resources if it means the final result is something we're proud of.
"Authenticity matters, and craftsmanship matters. In jewelry, this translates into pieces that feel timeless and intentional but also rich with meaning."
What is Lionheart jewelry all about?
Joy, visibly passionate, tells how Lionheart creates heirloom, lifelong pieces meant to be worn, lived in, and eventually passed down. "Everything I design is rooted in history, symbolism, and storytelling. I'm drawn to motifs that carry emotional weight: celestial themes, equestrian influences, protective symbols, ancient references, and personal narratives centered around strength, love, and legacy.
My pieces are crafted in solid 18k gold with natural gemstones, each chosen not only for its beauty but also for its meaning.
I've always been quite individualistic in my approach; I'm not a follower of trends. Instead, I focus on creating designs that feel timeless yet modern, pieces that have a contemporary presence but are destined to become tomorrow's heirlooms. I make jewelry this way because it has always been more than ornamentation to me. It's a form of memory-keeping. It's how we tell the world who we are, where we come from, and what we want to carry with us. My goal is to create pieces that endure emotionally, jewelry that feels intentional, personal, and powerful, both today and for generations to come.
And Esther, storytelling is at the core of everything I design. For me, jewelry isn't merely a beautiful object; for me, it is a vessel for memory, emotion, and meaning. Every piece begins with a feeling I want to capture or a message I wish to pass on. I always say that jewelry outlives us, so the story we put into it matters."
The Deep Love for Horses Formed the Core of the Lionheart Legacy Collection
Joy and Esther recall their fondest childhood memories regarding their deep love for horses. A love that Joy, with her jewelry brand Lionheart, translated into the Legacy collection.
"Yes, this collection began with my lifelong love for horses, but it quickly evolved into something much deeper.
I've been drawn to horses since I was very young. I started riding at the age of 5, and this truly shaped my childhood.
"There's a presence horses have that's almost spiritual, and I honor it deeply. They carry this quiet elegance, this strength and gentleness all at once. When you watch them run, completely free, there's a sense of power and grace that's impossible to describe; it almost takes over the entire landscape. That was the emotion I wanted to capture."
Furthermore, I didn't want to create just another motif; I wanted to honor their soul. Legacy became my way of sharing these majestic creatures with the world and shedding light on their importance, their beauty, and, for me personally, their healing presence. It's also tied to my desire to give back within the equestrian community.
That's why I named the collection Legacy: this is the message I hope to leave behind. Every piece in the Legacy collection carries that intention. It's not just about their form; it's about their spirit. It's an ode to the creatures that have shaped me, grounded me, and inspired me, and I hope it becomes a way for others to feel that same connection.
The Lionheart Clientele
Esther asks Joy about who her "typical client" is. Is there something they appear to have in common?
Joy tells, "The Lionheart client feels deeply. They're drawn to jewelry for its beauty but also for its meaning, for the story it carries and the story it allows them to tell. They're intentional, individualistic, and they value craftsmanship, symbolism, and pieces that feel personal rather than trend-driven.
"My clients often come to Lionheart in moments of transition: a milestone, a new beginning, a loss, a celebration, or a moment where they want to anchor themselves to something meaningful."
I always hope that when someone buys our jewelry, it becomes a part of their life in a way that's intimate and lasting, a marker of who they are and where they've been. What I love most is seeing how people assign their own stories to the pieces. Some wear them as symbols of strength, some as reminders of love, and some as tributes to someone they've lost or someone they're becoming.
I hope that every piece becomes a companion, a quiet witness to their journey. Jewelry outlives us, so the connection it forms with its wearer is everything. If a piece I've created can hold someone's memories, honor their milestones, or bring them even a small sense of comfort or empowerment, then I've done what I set out to do.
Lionheart's Top Jewelry Picks for the Holiday Season
Joy: The holidays are such a thoughtful time for gifting, whether it's honoring someone you love or treating yourself to a piece that marks a new chapter. Here are my top Lionheart picks for the season, each chosen for the meaning, intention, and emotion they carry.
1. The Serenity Collection: Ancient Talismans for Modern Life
Designed to embody protection, love, beauty, and manifestation, the Serenity Collection draws on ancient talismans and lucky charms. Each piece carries the spirit of something once believed to bring good fortune and hold special power.
What makes it such a meaningful gift is its intentionality; every pendant offers the opportunity to choose the gemstone that resonates most with the wearer. Whether it's a birthstone, a color they're drawn to, or a stone that speaks to their soul, each gem holds its own energy, ready to amplify their personal journey. These pieces are more than jewelry; they're reminders to stay connected to your desires and to embrace the quiet strength of manifestation.
2. The Cassandane Collection: Handcrafted Historical Romance
One of the most treasured parts of Lionheart's story, the Cassandane Collection, is where everything began. Designed in 2013, long before Lionheart officially existed, these handcrafted medallions embody heirloom quality and old-world charm.
Inspired by the ancient love story between Queen Cassandane and Cyrus the Great, each piece blends historical romance with vintage design.
The weighty coin-like medallions, framed with delicate beaded borders, symbolize love, light, and luck. They're timeless pieces created to be worn daily, cherished for a lifetime, and passed down for generations. This collection is perfect for someone who loves meaningful, soulful jewelry rooted in history.
3. The Seasons Charms
Inspired by Winter, Spring, Summer, and Fall, the Seasons Collection celebrates growth, evolution, and the beauty of life's changing chapters.
These charms are incredibly versatile. Clients can style them with or without gemstone discs, add a pop of color, or create a minimalist look.
The collection's interchangeable pieces make it a playful yet elevated gift, allowing the wearer to customize their jewelry effortlessly. A perfect holiday pick for someone who loves expressing their mood, their season, or their personal style through jewelry.
Each of the season's charms comes with 12 different colors of gemstones, so you can change it out daily.
4. The Legacy Collection: All About Horses
