The Cassandane Collection: Strength in Detail
Named after the influential Persian Queen, the Cassandane Collection explores the duality between strength and delicacy. By mixing polished and matte textures in 18k gold, Haugaard creates a contemporary look that respects classic proportions. This balance ensures that the jewelry remains relevant regardless of shifting fashion trends, fulfilling the brand’s promise of timeless elegance.
The Intersection of Scandinavian Minimalism and New York Opulence
One of the secrets behind the success of Lionheart Jewelry is how Joy Haugaard balances two seemingly opposite worlds. Scandinavian design, rooted in the “hygge” philosophy and Danish functionalism, prioritizes clean lines and the removal of unnecessary ornaments. On the other hand, the New York jewelry market thrives on boldness, luxury, and the desire for pieces that make a powerful statement.
By merging these influences, Haugaard has created a unique “Middle Ground.” Her pieces are substantial enough to be noticed on a busy Manhattan street, yet refined enough to maintain the timeless elegance of a Copenhagen atelier. This cross-continental appeal is precisely why her work resonates with international collectors who are looking for versatility—jewelry that can transition from a professional corporate environment to a high-society evening event without losing its soul.
Why 18k Gold is the Foundation of Modern Heirlooms
A crucial aspect of Haugaard’s strategy is her uncompromising choice of materials. In the world of fine jewelry, the metal is just as important as the design. Lionheart Jewelry predominantly uses 18k gold (containing 75% pure gold) because of its rich, deep yellow hue and its durability for daily wear.
While many fashion brands opt for 14k gold to reduce costs, Haugaard insists on 18k for her Legacy and Cassandane collections. This higher gold content not only provides a more luxurious feel against the skin but also ensures that the pieces retain their intrinsic value over time. For the consumer, purchasing an 18k gold piece from Lionheart is not just a fashion choice; it is a financial and emotional investment in a “modern heirloom” that will physically withstand the test of decades.
The Rise of Symbolic Luxury and Sustainable Craftsmanship
Joy Haugaard identifies a common thread among her clients: a search for authenticity. In an era of mass production, Lionheart Jewelry stands out by prioritizing small-scale production and transparent supply chains. This commitment to integrity is what attracts collectors of all ages who seek jewelry that reflects their personal values.
The name Lionheart itself was chosen to evoke the “heart of a lion”—a symbol of bravery that Haugaard hopes to instill in those who wear her creations. Beyond design, the brand is also moving toward social responsibility, with upcoming projects focused on horse rescue and rehabilitation programs, further deepening the brand’s connection to its core inspirations.
Future Horizons: From E-commerce to Global Presence
While Lionheart Jewelry currently thrives through its high-end e-commerce platform and partnerships with specialized boutiques in the U.S., Haugaard is eyeing the European market for gradual expansion. The goal remains clear: to maintain the artisanal quality standards that have defined her 20-year career.
By focusing on 18k gold and handcrafted finishes, Joy Haugaard is ensuring that her work doesn’t just follow the jewelry market—it leads it. Each piece is a testament to a life lived between two worlds, designed for those who value craftsmanship, history, and the enduring power of a story well-told.
👉 The choice of 18k gold is essential for pieces meant to last generations. To understand why this purity is the gold standard for luxury, read our guide on 14k vs. 18k Gold: The Secret Difference You Need to Know
