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‘Dream, believe, achieve’ – a motto on one of her charms is an ethos that founder Annie Haak has rigorously followed and instilled in her team as proven by the company’s rapid ascent.

From the kitchen table of a cottage industry to the height of jewellery cool, ANNIE HAAK Designs has grown exponentially as a business and by reputation amongst its trade partners and ever-increasing wearers of an enchanting range of bracelets, necklaces, rings and stacks.

Since commencing trading from her own home in 2009, Annie has overseen her fledging venture as it has become a thriving organisation that now employs more than 20 people at its dedicated production, administrative and marketing HQ in Petersfield, Hampshire. From here, more than 50,000 handmade sterling silver and gold pieces were despatched to customers worldwide in 2015 alone.

Having always loved to “make and create”, Annie produced personalised children’s pictures and hand-made cards before she began to sell jewellery and design items for a friend’s label.

However it was an unfortunate accident that provided the opportunity to put pen to paper on a debut collection of her very own. After her husband Jonny was critically injured in a motorbike accident in Bali, Annie flew out and spent six days at his bedside where she had the time to sketch her initial designs as he recovered.

On the same trip, a chance meeting with a taxi driver turned Annie’s dream into reality as he introduced her to a silversmith who transformed those initial drawings into sterling silver charms. They included the ‘My Guardian Angel’ charm that has become her signature piece and subsequently watched over the rapid expansion of her enterprise.

The Indonesian island, its people, culture and spirituality continue to be a major influence on Annie as have her other travels.

Hand-crafted from 925 sterling silver or gold and complemented by the glint of Swarovski crystal or colourful gleam of gems and semi-precious stones, all of Annie’s designs carry special meaning to the creator which is relayed by way of mantras or symbols representing luck, love, protection, strength and wellbeing. Enhancing her personal touch on each item is the company’s brand mark – the three hearts representing each of Annie’s children: Anoushka, Jochen and Naomi.

With plans afoot for individualised wedding jewellery, the future for ANNIE HAAK Designs is sure to be sparkling so watch this space for more exciting developments!

Visit Our Website





Components are handcrafted into sterling silver, gold and rose gold fabulous bracelets in our manufacturing studio, located in Petersfield Hampshire.


Silver, Gold and Rose Gold Beads: Bali/Italy. Packaging: China. Charms: Bali. Giftwrap: UK.


ANNIE HAAK Designs , Unit 2 Ridgeway Park, Bedford Road
GU32 3QF
United Kingdom

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