Lionheart brings protective charms and modern heirlooms to Couture Las Vegas
Joy and Sarah Haugaard are taking Lionheart’s gold charms, love legends and protective motifs to Couture Las Vegas, where heirloom-looking pieces will meet buyers at Wynn.
Lionheart starts with family history and turns it into something you can clasp at the throat or layer at the collarbone. Founded in 2020 by sisters Joy Haugaard and Sarah Haugaard, who moved from Denmark to New York in their teens, the Manhattan-based label builds its identity around symbols, protective amulets and love stories, translating them into customizable gold chains and charms meant to be worn every day and handed down.
That is the idea behind the brand’s strongest collections. Cassandane draws from Queen Cassandane and Cyrus the Great in ancient Persia, a reference that gives the line its courtly, talismanic feel. Wings of Love comes from the sisters’ grandmother, whose advice was to lead with love and stay as free-spirited as a bird. Aurelia takes its cues from the opulence of the Byzantine Empire, and its name means “the golden one.” Lionheart marked 13 years of Cassandane in 2026, a reminder that the collection’s symbolism has outlasted trends and helped define the label’s visual language.
The pieces themselves lean into weight, repetition and movement rather than delicate ornament alone. Interchangeable charms and signature chains do the styling work, letting a wearer build a look that can shift from one medallion to a layered necklace stack. Lionheart says some pieces are handcrafted in New York and some chains are handcrafted in Italy, a split that places the brand between American energy and European fabrication. At least some designs use ethically sourced natural diamonds and gemstones, and the label’s most expensive medallions and statement chains sit in the mid-thousands to tens of thousands of dollars.
That positioning should land well at Couture Las Vegas, which will run May 27 through May 31, 2026 at Wynn Las Vegas, with opening night on May 27 at 6:00 p.m. The show bills itself as the most exclusive and intimate destination for designer fine jewelry and luxury timepieces, and Lionheart’s mix of symbolism, polish and wearability feels calibrated for that room. These are not bijoux meant to sit in a drawer. They are gold objects built to accumulate meaning, and to look as if they already belong to the next generation.
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