In conversation with Amalie & Cecilie Moosgaard
To mark five years of LIÉ STUDIO, we sat down with our co-founders, Amalie Moosgaard, Creative Director, and Cecilie Moosgaard, CEO, to look back on where it all began and ahead to what comes next.
What started as an idea between two sisters at university has grown into a universe of jewelry, leather goods, eyewear and accessories, all built around the idea of an effortless, everyday uniform. In this conversation, they revisit the early days, the story behind the name LIÉ, and what it really means to build a brand from the ground up. They also share how their roles have changed, what they look for in a collaboration, why they still trust their gut, and what they hope the next chapter will bring.
LIÉ STUDIO turns five this month. Take us back to the very beginning. What did the first months look like, and what did you imagine the brand would become?
It feels like such a long time ago, and at the same time, like yesterday. When we started LIÉ, we were both still studying at university, so our everyday lives looked very different from what they do today. We were quite naive about what we were getting ourselves into, and we had very little idea of how people would respond to what we were creating. But it became clear quite early on that we weren't the only ones who liked what we had created.
Looking back, those early days were so different. Our resources were limited, our team was tiny, and everyone was doing a little bit of everything. We were constantly juggling different responsibilities, figuring things out as we went, and putting out fires along the way. But there was also something incredibly exciting about that period. Everything was new, every milestone felt significant, and we were learning something almost every day. We had ambitions and dreams from the beginning, but I don't think we could have imagined exactly what LIÉ would become five years later.
Who came up with the brand name?
We went back and forth on the name for what felt like forever. Nothing really seemed quite right, but we knew we wanted something that somehow represented the two of us and the connection we share. When a colleague suggested LIÉ, it was the first name we didn't immediately dislike, which, at that point, was already a very good sign. We liked that it was a subtle reference to our names, Amalie and Cecilie, but what really confirmed it for us was the meaning of the word in French: connected or bound together. Being twins, that naturally resonated with us.
We also wanted a name that could stand on its own and grow into something bigger than just the two of us. Looking back, I think LIÉ captured exactly that.
What has surprised you most about building a brand, good or bad?
We always knew building a company would be demanding, but I don't think we anticipated just how all-consuming it would become, both in the best and most challenging ways. What has also surprised us is just how literally we've been building a brand from the ground up. One day we're working on growing our customer base, developing new products, or discussing the long-term direction of LIÉ, and the next we're assembling desks, setting up IT systems, moving pallets around a warehouse, or physically building a store. We care about every aspect of the business, from the big decisions to the smallest practical details, and I think that's something you don't fully anticipate when you set out to create a brand. It's been an incredible learning experience, and there's something very rewarding about being involved in so many different parts of what you're building.
When you're building something of your own, you don't really clock out at 5 PM. You might physically leave the office, but the brand is always somewhere in the back of your mind. There's a constant stream of thoughts, ideas, decisions, and worries. But that level of involvement is also what makes it so rewarding. You're so closely connected to the vision and direction of the company that every success feels incredibly personal. In many ways, LIÉ has become an extension of ourselves. It's such a big part of our lives and naturally a constant topic of conversation between us, to the point where the people around us probably get a little tired of hearing about it sometimes. But I think that's also what happens when you build something you're genuinely passionate about.
LIÉ began with jewelry and now includes bags, eyewear and accessories. How has your idea of the “LIÉ uniform” grown, and what ties it all together?
From the very beginning, we were certain that LIÉ wasn't going to remain solely a jewelry brand. Jewelry was always intended as the starting point for a much broader universe of accessories. The idea was to create a destination for those pieces that complete an outfit. The things you reach for every day that can elevate even the simplest look, whether it's a pair of jeans and a white T-shirt or something more dressed up. We wanted to create accessories that make an outfit feel more considered and personal, without compromising on simplicity or timelessness.
As we've expanded into leather goods, eyewear, and other accessories, that philosophy has remained unchanged. The LIÉ uniform is really about a way of dressing rather than a specific look. It's understated, effortless, and built around pieces that work together and stay relevant beyond a single season. Each new category is simply another layer of that universe.
Your roles as Creative Director and CEO have probably shifted as the company has grown. How do you split the work today compared to five years ago?
In the beginning, we were both involved in absolutely everything. There wasn't much of a distinction between responsibilities, and we would constantly move between different projects and tasks depending on what needed to get done.
As the company grew and our team expanded, it became increasingly important to establish clearer roles and responsibilities. Amalie naturally moved towards the creative side of the business, while Cecilie took on more of the operational and commercial responsibilities. We still overlap a great deal, and we discuss all important decisions together, but we've learned the importance of dividing and conquering. It creates clarity not only for us but also for the people around us, and allows us to focus our energy and bring the most value. Interestingly, I don't think we ever sat down and formally decided who should do what. It was a very natural evolution, shaped by our work and the needs of the business.
You've collaborated with brands and artists like TRICOT, LESSE and Tahni Bouhadana. What makes a partner feel right for LIÉ?
We've been fortunate to work with some incredible brands and creatives over the years, and it's always exciting to step into someone else's universe and create something together.
For us, the most important thing is a genuine alignment in values, aesthetics, and overall vision. We're naturally drawn to brands and people with a strong identity, a clear point of view, and a deep understanding of their audience. There needs to be a mutual respect for what each party brings to the table. At the same time, we don't necessarily look for someone who does exactly what we do. Quite the opposite, actually. The most interesting collaborations happen when two distinct identities come together and create something that feels new, while still being recognisable to both audiences. It should feel like a natural extension of the LIÉ universe, but ideally also bring something unexpected to it.
How do you define success today, personally and professionally? Has that changed in five years?
Success, to us, is very closely connected to happiness, fulfilment, and a sense of balance. In the early years, success was largely defined by getting LIÉ off the ground, reaching financial targets, and proving that the business could stand on its own. Those things are, of course, still incredibly important. At the end of the day, we're running a company, and financial success is what allows us to keep developing and moving forward.
But over the years, our definition of success has become much more nuanced. Today, it's just as much about building a workplace and a brand we're proud of, creating products and content that excite us, and seeing the people around us grow alongside the business. It's also about maintaining a healthy balance between our professional and personal lives, having fun along the way, and still feeling inspired by what we do. Success isn't necessarily about constantly doing more or growing faster, but about building something meaningful and sustainable that we genuinely enjoy being a part of for many years to come.
Do you have a ritual or routine that keeps you grounded and creatively inspired, especially in busy periods?
We're both quite good at recognizing when we need a change of scenery or a little time away from our everyday routines. It doesn't necessarily have to be anything extraordinary. A workout, a long walk with the dog, a weekend without plans, a phone call with family, or a little getaway with our partners can make all the difference.
We genuinely love our everyday lives and the routines we've created, but we also know how important it is to occasionally disconnect and gain a little perspective. Sometimes stepping away from work, even briefly, is exactly what you need to come back with renewed energy and fresh ideas.
What advice has stayed with you through different chapters of building LIÉ?
We've received plenty of advice over the years, some good and some less useful, but one thing that has stayed with us throughout every stage of building LIÉ is the importance of trusting our gut feeling. Of course, as the company has grown, our decisions have become increasingly informed by data, experience, and the expertise of the people around us. And that's a very positive development. But as founders, we're also incredibly close to the brand, its identity, and the direction we want to take it.
We've learned that when something doesn't feel quite right, it's usually worth paying attention to. Particularly when it comes to bigger decisions, partnerships, or new directions for the brand.
For us, it's about finding the right balance between intuition and information. We want to make decisions because we genuinely believe in them and feel confident that they're right for the long-term future of LIÉ, rather than simply following a path.
Which LIÉ piece will you one day pass on, and why?
That's a difficult question because there are quite a few!
I actually already have several pieces carefully tucked away in dust bags and boxes in my attic, partly because I know that some of them might eventually be discontinued, and I would hate not to have kept them. Neither of us is particularly sentimental when it comes to material things, but we do appreciate beautiful, well-made staples that stay with us for years. That's also very much the philosophy behind LIÉ.
So rather than choosing one specific piece, I hope that many of the things we've created will still be relevant and loved years from now, and that I'll eventually be able to pass on a collection of LIÉ pieces and reminisce about how they all individually came to life, or the many challenges we had before we could launch it.
What are you most excited about for the next chapter, personally and with LIÉ?
It's always difficult to put the future into words, especially because so much can change along the way. But with the success of the product categories we've introduced over the past years, we're incredibly excited to continue developing LIÉ as an accessories brand and exploring what the next chapter might look like.
We've spent the past five years building a strong foundation, and now it's about continuing to build on that. Expanding our universe, exploring new opportunities, and bringing LIÉ to even more people, while staying true to the identity we've created. We're also excited about the creative possibilities ahead, whether that's new products, collaborations, campaigns, or simply finding new ways to tell the story of LIÉ. We want to keep evolving without feeling the need to constantly reinvent ourselves.
On a personal level, I think we're both looking forward to another year of growth, new experiences, and hopefully a little less chaos in the world around us. Above all, we want to keep enjoying the journey, having fun with what we do, and make room for exciting things happening within and outside of LIÉ.
