Anni Lu Jewelry: A Partnership in Responsible Packaging
Anni Lu Jewelry: A Partnership in Responsible Packaging
At Anni Lu Jewelry, responsibility is a valued guiding principle. Founded in Copenhagen in 2013 by Helle Vestergaard Poulsen, Anni Lu Jewelry is built on three core pillars: People, Production, and Products. Being considerate and aware of both people and the environment throughout its business, Anni Lu creates unique, high-quality jewellery that delights the eye and speaks to a higher purpose.
Beach-Inspired, Environmentally Responsible Design
When Anni Lu set out to design their latest packaging, they aimed to create something that would align perfectly with their brand's identity while staying true to their commitment to sustainability. Inspired by the beauty of the beach, Anni Lu crafted a new line of jewellery boxes in a soft beige shade reminiscent of sandy shores. These boxes, enriched with dark glitter to evoke an authentic sand effect, are lined with soft cotton wadding that protects the jewellery and complements its vibrant designs. The result is packaging that is not only stunning but also fully recyclable—an essential feature for Anni Lu.
A New Opportunity Through Recycling Innovation
This collaboration between Anni Lu and Westpack was sparked by a significant innovation at Westpack: the development of a new recycling method within our production facilities. Recognising that this method could greatly reduce environmental impact while maintaining high-quality standards, Westpack saw an opportunity to reach out to like-minded partners who shared a commitment to sustainability.
Anni Lu was a natural choice. We approached them with the idea of utilising our new recycling process for their packaging needs, knowing that their dedication to environmental responsibility made them an ideal partner for this initiative. Anni Lu was intrigued by the possibility of enhancing their packaging to reduce waste and increase the use of recycled materials while maintaining the brand's signature aesthetic.
Streamlined Design for Maximum Impact
Anni Lu had previously used a variety of colours in their packaging, but for this project, they decided to streamline to a single colour. This decision was driven by a desire to minimise waste and optimise material usage. By focusing on one colour, all excess material from the production process could be efficiently collected and recycled without the need for additional processing. This approach allowed Anni Lu to uphold its high design standards while significantly reducing its environmental footprint.
Westpack's Role in Bringing the Vision to Life
To bring Anni Lu's vision to reality, Westpack leveraged our state-of-the-art injection moulding department, where these custom jewellery boxes were produced. Using HIPS plastic (High Impact Polystyrene), known for its durability, we ensured that the packaging met Anni Lu's rigorous standards while incorporating recycled materials into the process.
During production, any excess plastic—waste from the moulding process—is immediately collected and recycled using our new method. This primary recycling process is the most environmentally friendly approach, where the excess plastic is ground down and reintroduced into production, reducing the need for new raw materials. By working closely with Anni Lu, we ensured the packaging was beautiful and aligned with the brand's sustainability goals.
"As a brand in the fashion industry, we are often met with questions or direct criteria regarding sustainability from our retailers and customers. It is essential for us to embrace sustainability wherever we can, and we generally operate at a high level of responsibility, both in terms of our products and social responsibility.
Accelerating various sustainability initiatives in recent years has been significant to us. Westpack has been an ideal partner in our packaging efforts, as they have been able to meet our requirements to maintain the same box design but in a more sustainable version."
Fie Rimmen Jensen - COO at Anni Lu Jewelry
A Partnership Built on Shared Values
The collaboration between Anni Lu Jewelry and Westpack is a testament to what can be achieved when two companies are committed to better solutions. Anni Lu's dedication to reducing waste and using recycled materials reflects their mission to operate responsibly.
For Westpack, supporting Anni Lu in this endeavour is not just about providing a product—it's about advancing for a more sustainable, conscious industry and simply a better business strategy. This partnership is an inspiring example of how innovative design and responsible production can go hand in hand, setting a new standard for sustainability in the fashion industry.