Founder, designer & managing director

As a former children’s painter and handmade card designer, Annie Haak lives and breathes creativity and design. Whilst harbouring a dream of her own, she started working for a friend at her local jewellery label in 2009, where her skill and love for the pieces blossomed.

Her dream started to take shape out of near tragedy: her husband Johnie was critically injured in a motorcycle accident in Bali. Watching over Johnie that day was his Guardian Angel and so became the signature piece for Annie Haak Designs, the ‘My Guardian Angel’ charm. On that trip, a chance encounter with a taxi driver became the turning point in ANNIE HAAK Designs as he introduced Annie to a local silversmith, who breathed life into her designs.

‘Each of my designs carry significant meaning to me,’ says Annie,

They symbolise love, strength, protection and wellbeing; the ‘My Guardian Angel’ charm was born in response to Johnie’s accident, 15 well-being mottos feature throughout every collection engraved onto silver charms, and the three hearts that make up my logo represent each of my three children: Anoushka (Nu), Jochen and Naomi (Mimi).’

Annie now splits her time between her Hampshire home, the ANNIE HAAK HQ in Petersfield and her second home in Bali with Johnie and BoBo the dog; she retreats to the Indonesian Island to work on new design and collection ideas.

‘Every time I visit Bali, I learn something new, I see something or someone who inspires me to design and create with the Balinese culture at the heart of each item. The wonderful colours and spirituality are reflected in my unique pieces through beautiful gems, semi-precious stones and glittering Swarovski crystals.’


Marketing & design executive

Starting her design career in 2011, Chloe was part of the ANNIE HAAK production team located in the top bedroom of Annie’s home. As a creative person with a Textile design degree, she had a burning desire to develop her own design skills and soon moved into Marketing and Design, to assist Annie in creating the beautiful pieces she had been crafting by hand.

Since childhood, her arms have been stacked with handmade jewellery and sketchbooks full of quirky designs. Fifteen years later, Chloe now sits alongside Annie on the design team dreaming up pieces of unique jewellery.

‘Some of my favourite pieces to design were the special stacks,’ says Chloe,

I am a huge lover of rose gold and the brilliant oranges really brighten up a day in the English weather! I also loved designing the Surgawi Friendship bracelets with their intricately pattern woven delicately into the silver beads.’

Not only is Chloe Annie’s right-hand woman in the design team, she also manages the marketing team at the ANNIE HAAK HQ. A day in the life of Chloe looks like; managing the social media channels, designing the creative collateral for the next advertising campaigns, building relationships with Instagram Influencers and working closely with the PR agency.

‘My favourite part of the role is attending the Haak photoshoots in London and not to mention the twice-yearly trips to Bali alongside Annie to visit our silversmiths and collect content for social media!’

Designed by Annie and Chloe, keep an eye out for the latest collections on the ANNIE HAAK homepage.