THE LIÉ PROCESS / INTERVIEW

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.

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. 

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.

One of the the biggest challenges for us personally have been to learn to fit into our new roles as creative directors and managing the brand. We are both a big part of the daily operations at LIÉ and with no experience from earlier start-ups it has been a steep learning curve for us. We have a dedicated following and want to do our best to live up to the demand. It has been a challenge to live up to the speedy growth that is necessary to live up to our customer demand.

We thankfully have an amazing team that supports us and the company’s growth without making shortcuts. Whenever challenges arise we do our best to go with our gut feeling and let that guide us.

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. 

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. 

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.

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.

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