Cousins Line Lykke Lunde and Mille Tuva Freund Jensen secured investment from Anne Stampe Olesen and Christian Arnsted, each acquiring a 10% stake in their jewelry webshop Mille & Lykke, which specializes in personalized earrings.
Target Information
Mille & Lykke is an innovative jewelry webshop founded by cousins Line Lykke Lunde and Mille Tuva Freund Jensen in 2018. Based in Silkeborg, Denmark, the store specializes in a unique collection of earrings designed for multiple piercings. The platform aims to inspire customers to create personalized looks by styling individual pieces. The founders identified a gap in the market for affordable yet fashionable jewelry options that allow for creative combinations.
The duo approached the jewelry market with a data-driven strategy rather than a romanticized vision. They researched popular everyday jewelry and trending brands using Google search data, which shaped their product offerings. They believe that their online store needs to be as accessible and appealing as a physical store, and they continuously strive to provide an exceptional shopping experience.
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Industry Overview in Denmark
The jewelry market in Denmark has witnessed a shift towards personalized and unique items, reflecting broader consumer trends globally. With a growing interest in self-expression, consumer
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Anne Stampe Olesen, Christian Arnsted
invested in
Mille & Lykke
in 2023
in a Seed Stage deal