The co-founders Amalie and Cecilie Moosgaard have sat down to talk about the evolution of LIÉ STUDIO, balancing between personal ideas and business efficiency, and lastly, how to constantly motivate creative ideas and thoughts in a small business growing at a high speed. From their current spacious Brooklyn apartment, we’ve asked them some questions about the entire process.

LIÉ has now existed for more than 1 year. What have been the biggest accomplishments so far?

It’s been a wild ride and we have accomplished more milestones than we have ever dared to dream of! We are still amazed that it has been more than a year since we launched. In a way, it feels like it was yesterday, but it also feels like a lifetime ago. In a year, we have evolved and grown as a brand and as humans.

 What have been the biggest challenges?

It's been a crazy learning experience and we are so grateful for the many experiences we have had and have yet to experience. It’s hard to say what accomplishment has been the biggest - there have been so many. But a few notable mentions would be our +40 retailers we have started working with during the last year, growing our team, our product launches and our move to NYC.

 What is your ethos behind LIÈ

LIÉ revolves around creating fewer, but the right pieces for your daily uniform that can fit any occasion. We want to create timeless products that can be worn again and again. We feel strongly that we want to grow our business organically and grow by demand.

We have a large customer engagement that is highly based on a dedicated following on social media since the very start. We are so thankful for our community and we encourage our customers to consume consciously. Our focus now is growing and developing LIÉ and our attention is a strong visual identity, consistent brand expression and curating small drops that fit into any uniform.

How do you constantly manage the balance between being sisters and business partners?

We have been close since birth, so it comes very naturally. We have been working and traveling together since we were 15, so we have definitely learned to balance it from an early age. As a twin, we know exactly when we need to step back and give space, and when to lend an extra hand, and it is a very unique partnership that we’re growing more and more grateful for.

We are sharing and discussing ideas at all hours of the day and as twin sisters we get pure honesty from each other.

Do you have different roles within different processes?

We share a lot of the same roles, but without ever having to discuss it we always know which role we play best. Amalie often plays a more creative role and is always bringing ideas to the table and getting things done, whereas Cecilie is more strategic and makes sure everything is working as it should.

What is it like to be a brand's co-founders and front faces?

The first thing that comes to mind is; nerve-racking!
It’s incredible giving and satisfying to create something ourselves, but on the other hand, it is incredibly nerve-racking and scary to put yourself out there and share the work you are doing with the rest of the world. However, we have received the most incredible response from our community and customers, so the support we are continuously receiving is making it all worth it.

What is in store for the future?

A milestone for us is opening a physical store and it is among our future plan: We strongly believe that the physical presence of a brand, in one way or another, provide a counterbalance to the online experience, especially when it comes to jewelry.

We also aim to expand our key markets with more retailers closer to our customers.

Another thing we are excited about in the coming year is new product launches that we cannot wait to share and receive feedback on.