Founded in 2014 by ex-DJ MADLY Barber, MADLY Gems is a bespoke jewelry brand that aims to create pieces especially tailored to the uniqueness of each client.

​

To engage their customers throughout this journey, MADLY has tasked ielo design to create an experiential retail concept to fully immerse each client into the creation process of their personal jewelry piece.

The 3-story experiential centre, proudly sponsored by the Singapore Tourism Board, follows a gemstone’s evolution from rough to gem. Featuring educational interactive installations from a ‘Rough to Cut’ wall, transporting visitors to the place of origin of each gem, to a ‘Lapidarist in Action’ demonstration showcasing a gem’s polishing and cutting process –  visitors will be seamlessly accompanied throughout the whole creation journey of their dream jewels.