Influencer Lovisa Worge, co-founder of the jewelry brand Ani Jewels, is launching a new e-commerce company. Together with Gullek Nilsen, she is launching Lagni, a brand focusing on sunglasses, eyewear and accessories. Sales are made directly to consumers through the company's own online store.
According to fashion magazine Elle, the initial launch consists of four products in the price range of 1,300 to 1,650 Swedish krona.
Gullek had quit his job in finance and wanted to do something completely different and I have always dreamed of doing something together with him, says Lovisa Worge to Elle, adding that during the process they have "sourced eyewear from all over the world".
The brand name Lagni is a combination of Lars Gullek Nilsen.
The launch of the new brand comes at a time when Worge's other company, Ani Jewels, is undergoing a business transformation. As Ehandel.se previously reported, Ani Jewels' turnover fell by 16 percent in 2025, to 17.9 million Swedish krona, following, among other things, a cancelled product launch. However, the company managed to improve its results and reduce its loss to 1.6 million Swedish krona.
Meanwhile, Ani Jewels has invested in a new e-commerce platform and broadened its distribution through retailers to manage rising raw material prices and achieve the goal of profitability in 2026.