# The Materialist : Lionheart

Page: https://stenobird.com/podcast/the-materialist-a-podcast-from-at-present-7020202/the-materialist-lionheart
Text version: https://stenobird.com/podcast/the-materialist-a-podcast-from-at-present-7020202/the-materialist-lionheart.md
Podcast: [The Materialist : A Podcast from At Present](https://stenobird.com/podcast/the-materialist-a-podcast-from-at-present-7020202)
Published: 2025-10-08T20:20:18+00:00
Episode link: https://atpresent.substack.com/p/the-materialist-lionheart
Audio file: https://api.substack.com/feed/podcast/175649709/2f1852c84ef23cbdad6e972a479492c3.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-materialist-a-podcast-from-at-present-7020202/episodes/the-materialist-lionheart
Duration seconds: 3051

## Resource

From a small town in Denmark to a sun-splashed bench in New York’s Diamond District, sisters Joy and Sarah Haugaard (the minds behind Lionheart ) have built a jewelry universe where heritage, handwork, and human connection matter as much as gold and gemstones. In this conversation, we cover the origins of their partnership, Joy’s second-chance spark in 2020, the storybook that gave Lionheart its name, the community that sustains them, and why their clients don’t want what everyone else has—they want what feels like theirs . The origin story (and why it had to be the two of them) Raised “like twins,” the Haugaard sisters grew up inseparable—then bi-coastal—until the phone call that snapped them back together. In 2020, after a terrifying health crisis, Joy decided there was no more deferring the dream: she had to create Lionheart, not as a mood board but as a life. Sarah dropped everything in LA, flew to New York, and they got to work—7:00 a.m. to past-midnight, fueled by neighbors’ casseroles and customers’ letters. Why Lionheart —and what it really means The name is a promise. As kids, they worshiped Astrid Lindgren’s The Brothers Lionheart —a tale about two siblings who always find each other and face down every challenge, together. That devotion now shapes the brand’s ethos: courage, loyalty, and pieces that are made to live multiple lives. Making the personal, universal Joy learned the craft the old-school way—sales floor to polishing wheel to stone-sorting bench—so Lionheart’s pieces feel deeply lived . Motifs recur: birds (for freedom and their grandmother’s spirit), equestrian emblems (from their childhood around horses), and hefty, sculptural chains and charms meant to stack among the “greats” and still speak in their own voice. The Legacy collection & giving ba…

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## Transcript

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