Interview: IX Studios.
Louise Andersen impressed the investors on Løvens Hule (Danish Dragons’ Den) with her jewelry brand IX Studios, securing a significant investment. Since then, her company has gained momentum. Learn how the partnership with pensopay has supported her growth.
IX Studios brought investor Christian Arnstedt on board early in the journey. Louise has continued to push forward, steadily advancing her dream of making a global impact. Join us for an inside look at her inspiring entrepreneurial adventure!
Born and raised in Aalborg, Louise Mygind Andersen stood out from a young age with her self-designed outfits. If you ask her, she’s always had an entrepreneurial spirit.
From childhood, she had a knack for spotting good business opportunities. She wasn’t afraid to express her own style, even designing her own confirmation dress. After finishing high school, Louise realized university wasn’t the right path for her. Instead, she became an apprentice, soaking up knowledge about retail and purchasing.
Suddenly, Louise decided she needed a change of scenery. She quit her job and moved to Asia with her boyfriend. While there, she launched the brand 'Frederik IX.' As the business grew, they returned home and from an apartment in Copenhagen, Louise began to steadily make her mark on the world.
The idea for the company came from a personal need. There was no brand offering high-quality jewelry at accessible prices that matched Louise’s personal style. She also noticed many men were struggling to find suitable jewelry. There was a clear gap in the market: both men and women wanted quality jewelry made from precious metals with options for personalization.
“The idea of starting my own business always felt natural—an idea that grew while I worked as a creative buyer in one of Denmark’s major fashion groups.” Louise Mygind Andersen, IX Studios.
“Entrepreneurship has been an exciting journey with many positive moments and a few bumps along the way. There’s been a lot of unpaid work, but the joy of realizing my dream and the freedom of self-employment makes it all worthwhile.” Louise Mygind Andersen, IX Studios.
Løvens Hule is a Danish reality TV show on DR where entrepreneurs pitch their business ideas to potential investors, hoping to secure funding.
In February 2021, Louise appeared on the show. She impressed the investors not only with her pitch but also with a thoughtful gift: a signet ring for each investor, carefully sized based on her calculations.
The episode resulted in Louise securing an investment of 400,000 DKK for 10% of her company, gaining a valuable partner in Christian Arnstedt.
“It was exciting, though definitely stepping out of my comfort zone to stand in front of five experienced businesspeople on national TV. But through preparing, presenting, and what followed, I learned so much about myself and my business. An experience I wouldn’t have missed,” Louise Mygind Andersen, IX Studios.
“Additionally, I now have a sparring partner who’s eager to help develop Frederik IX so we can craft a compelling story faster,” Louise Mygind Andersen, IX Studios.
After Louise’s Løvens Hule appearance, questions arose about whether a company could be named after a former monarch. It turned out that was only possible with royal approval. Following a mutual agreement with the royal household, Louise changed the jewelry brand’s name to IX Studios.
The company has experienced rapid growth—over 300% in the past year—and more than doubled its number of Danish retailers. With international expansion on the horizon, choosing a more global brand name that still honors its roots made sense. Louise is actively seeking skilled new team members to help bring IX Studios to the world.
When asked about the inspiration behind the original name, Louise explained that King Frederik IX was known as an unconventional monarch and a king of the people. Which traits influenced her?
Louise’s commitment to diversity and respect shines through her jewelry production. All pieces are crafted from 100% recycled precious metals, and the company’s entire infrastructure is designed to be as sustainable as possible.
IX Studios also offers a replating service and concrete guidance on extending the life of jewelry—because responsibility matters.
Inspired by sailors and the sea, the new collection Treasure Hunt offers timeless pieces. Louise describes it as:
Running an online shop involves many details. When we asked Louise what she considered the most important lesson from launching a webshop, she said:
“Make sure your backend and server are solid.”
Once that’s in place, the payment system is key. Without it, you can’t get paid. There are many options, but about choosing pensopay, Louise said:
“Above all, I want to highlight the razor-sharp customer service you provide. It doesn’t matter when I have a question—I get answers within minutes,” Louise Mygind Andersen, IX Studios.
We also asked how we’ve handled her company’s growth and increasing sales. She responded:
“You’ve managed it excellently. The only issue during our growth was with receiving invoices by email, which was fixed immediately—fantastic!” Louise Mygind Andersen, IX Studios.
A huge thank you to Louise for sharing an insight into her amazing world! We’re proud to call you our partner.
Wishing you all the best in your future adventures.
Team pensopay
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