Lionheart brings heirloom-inspired gold chains to COUTURE Las Vegas

Can a gold chain, a medallion and a charm built around personal symbolism still justify heirloom status in a market crowded with generic luxury launches? Lionheart is making that case at COUTURE Las Vegas, where the sisters-led label is bringing handmade gold pieces to the luxury trade at Wynn Las Vegas from May 27 to May 31. The brand’s pitch is simple but pointed: if a jewel carries memory, meaning and craftsmanship, it may outlast the season it was bought in.

Lionheart was cofounded by Joy Haugaard and Sarah Haugaard, sisters who grew up in Denmark and moved to New York as teenagers. Their story matters to the collection because it is built around that double inheritance, Scandinavian restraint on one side and New York energy on the other. Joy Haugaard has also drawn on her grandmother’s jewelry style and vintage pieces, and Lionheart says some of its medallions were designed by her in 2013, years before the brand officially launched in 2018. That timeline gives the label a deeper backstory than many of the polished, newly minted names now filling jewelry show floors.

The company’s current assortment leans hard into symbols and layering. Lionheart says it uses Italian 14k and 18k gold, along with ethically sourced diamonds and gemstones, and works with artisans in New York City and Italy. Its Serenity collection is inspired by ancient talismans and lucky charms, language that places the line squarely in the realm of personal amulets rather than interchangeable decoration. Horse, swallow, hamsa, cross and zodiac motifs recur across the line, and the chains are designed to be worn alone or stacked together. That wearable flexibility is part of the business argument: pieces that can be rearranged, added to and passed down tend to feel less disposable than one-note statement jewelry.

The pricing underscores that Lionheart is not positioning itself as entry-level charm jewelry. A Diamond Bethlehem Star Charm is listed at $6,000, a Diamond Saint Christopher Medallion at $6,950, a Puffed Rectangular Pillow Link Chain at $6,700 and a Reign Illusion Cut Diamond Necklace at $17,980. The brand’s 2024 Legacy collection pushed the storytelling further, with 28 horse-inspired 18k gold jewels and 13 Hands Equine Rescue charms whose proceeds went to the upstate New York charity. At COUTURE, that mix of symbolism, fine materials and charitable tie-ins will be judged by buyers who know the difference between sentimental branding and pieces with enough substance to live in a jewelry box for decades.