Happy Lona is an independent Dutch design brand founded by Nanouk Jutte-Masselink.
With a background in art academy design, Nanouk has always worked with form, materials, and the creation of art. She began making jewelry as a teenager, selling her handmade pieces on the streets of Leiden. This early practice evolved into Happy Lona, which officially launched as a wholesale brand in 2019.
Happy Lona works through direct trade with small-scale artisans and family-run workshops in India, Turkey, and beyond — without intermediaries. Many pieces are handcrafted, produced in limited runs, or created as one-of-a-kind objects.
The brand focuses on expressive, timeless design, natural materials, and fair collaboration. Each piece is made to be worn, lived in, and kept.
About us
How we work
Happy Lona is built on direct trade relationships. We work closely with small-scale artisans
and family-run workshops in India, Turkey, and beyond – without middlemen. Many of our
pieces are handcrafted, made in limited runs or as true one-of-a-kind treasures. Each
creation reflects real hands, real stories, and an honest, respectful process.
With direct trade, we ensure our partners are paid fairly and work in dignified, self-led
conditions. These are not anonymous transactions – they are ongoing, reciprocal
relationships. We listen, learn, and create together.
What we stand for
At Happy Lona, beauty is never just about appearance – it’s about connection.
That’s why we choose natural materials, reuse vintage textiles, embrace slow fashion, and consciously avoid overproduction. Our collections are timeless rather than seasonal, and designed to be treasured, not consumed.
We stand for:
Economic stability and creative freedom for artisan partners
Protection of heritage crafts and handmade techniques
Thoughtful design with minimal waste and maximum meaning
Pieces that carry soul, story, and substance
We strive for impact that feels and lasts.
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