Interview: IX Studios.
Do you know Louise from Løvens Hule? She impressed the lions with her jewelry brand, IX Studios, and secured a major investment. Since then, her journey has only gained momentum, and her brand is now on its way to conquering the world.
IX Studios brought investor Christian Arnstedt on board. Since then, Louise has not slowed down and is steadily moving toward her dream of making a global impact. Read on for a glimpse into her inspiring entrepreneurial adventure!
A Little Merchant at Heart
Louise Mygind Andersen was born and raised in Aalborg, where she stood out from an early age with her self-designed outfits. According to Louise, she has always had a little merchant inside her.
Even as a child, she had a keen eye for spotting great deals. She wasn’t afraid to put her own twist on her wardrobe, even designing her own confirmation dress. After high school, Louise knew that university wasn't for her. Instead, she became an apprentice, absorbing knowledge about retail and purchasing.
Suddenly, Louise decided she needed a change of scenery. She quit her job, left behind the security, and traveled to Asia with her boyfriend. While there, she founded 'Frederik IX,' and as the business grew, they had to return home. From an apartment in Copenhagen, she began taking the world by storm.
The idea for the company came from a personal need. There wasn’t a brand that offered high-quality jewelry at affordable prices that matched Louise’s personal style. Additionally, she noticed that many men struggled to find suitable jewelry. There was a clear gap in the market—both men and women were searching for quality jewelry in precious metals with the option to personalize their pieces.
The Entrepreneurial Dream
"The idea of starting my own business has been a natural inclination and a growing thought, fostered while working in fashion as a creative buyer at one of Denmark’s major fashion companies," Louise Mygind Andersen, IX Studios.
"After graduating from HHX with a focus on international trade, I trained as a buyer at Bestseller in Brande. It was an exciting and hectic job, but I needed a change and the freedom to pursue my own ideas, so I left Bestseller. My boyfriend and I then moved to Vietnam for 12 months to establish production for my new jewelry collection," Louise Mygind Andersen, IX Studios.
"Entrepreneurship has been an exciting journey with many positive experiences and a few bumps along the way—plenty of work without pay, but immense joy in realizing my dream and the freedom that comes with being your own boss," Louise Mygind Andersen, IX Studios.
Løvens Hule
Løvens Hule is a Danish reality TV show on DR, where entrepreneurs present their business ideas to potential investors in hopes of securing investment funding.
In February 2021, Louise appeared on Løvens Hule. She impressed the lions with both her pitch and a special gift. Louise brought each lion a signet ring, having carefully calculated their approximate sizes.
The result was an investment of 400,000 DKK for 10% of the company, and she left with Christian Arnstedt as her partner.
Thoughts on the experience
"It was amazing. It was very much out of my comfort zone to stand in front of five successful business people on national TV, but I learned a lot about myself and my business throughout the preparation, presentation, and the process that followed. It’s an experience I wouldn’t trade for anything," Louise Mygind Andersen, IX Studios.
"My participation meant that we brought on board a lion with experience in marketing brands and products in export markets, both to consumers online and to the B2B segment, and who has a strong network," Louise Mygind Andersen, IX Studios.
"I’ve also gained a sparring partner who is eager to help develop Frederik IX, allowing us to create a stronger brand story more quickly," Louise Mygind Andersen, IX Studios.
From Frederik IX to IX Studios
After Louise appeared on Løvens Hule, questions arose about whether it was legal to name a company after a former monarch. It turns out that this is only allowed with permission from the royal family. As a result, Louise, after a mutual agreement with the royal house, decided to rename her jewelry brand IX Studios.
The company has been rapidly expanding, growing by over 300% in the past year. They have more than doubled their number of Danish retailers and are preparing for international expansion. This led to the decision to adopt a more international brand name while still staying true to its roots of inspiration. Right now, Louise is actively seeking new talented and competent employees to help bring IX Studios to the rest of the world.
The Inspiring King
In light of the name change, we were curious about what initially inspired the name. King Frederik IX was known for being a somewhat unconventional monarch and a people’s king. So, what aspects of his persona inspired Louise?
The Jewelry and the New Collection
Diversity and respect are beautifully reflected in Louise’s jewelry production. All the pieces are made from 100% recycled precious metals, and the entire infrastructure of the company is designed to be as sustainable as possible.
At the same time, IX Studios offers a re-plating service and detailed guidance on how to extend the life of their jewelry. It's all about responsibility.
The inspiration from sailors and the sea is also clearly present in the new collection, Treasure Hunt. As Louise describes it:
The Collaboration with pensopay
As a webshop owner, there are many aspects you need to manage. When we asked Louise what the most important lesson she learned from starting a webshop was, she replied: "Make sure you have control over your backend and server."
Once that part is sorted, your next priority is your payment solution. Without a reliable payment system, you can't receive money for your products. There are many options to choose from, but regarding her choice of pensopay, Louise says:
"First and foremost, I have to highlight the exceptional customer service you provide. It doesn't matter when I have a question, I always get a response within minutes," Louise Mygind Andersen, IX Studios.
We also took the opportunity to ask Louise how we handled her growth and increased sales. She responded:
"You’ve managed it brilliantly. The only issue we've had since our growth was with receiving invoices via email, which you quickly resolved -fantastic!" Louise Mygind Andersen, IX Studios.
Thank you so much, Louise, for giving us a glimpse into your fantastic world! We are incredibly proud to call ourselves your partner.
Best of luck with your journey ahead.
Team pensopay
Read more great entrepreneurial advice from several of our customers.
