MADLY
72, Seng Poh Road, #01-63, Tel: 6650 1544
[email protected]that Maddy knew that a new strategy had to be put in
place. That is why sometime last year, she decided to stop
sourcing for diamonds and fully concentrate on searching
for the best coloured gemstones in the world. (Madly still,
however, continues to work with diamonds and produce
diamond-encrusted creations.)
“Coloured stones are indeed what we truly love and know;
no one knows more—really. That’s why I thought we should
focus on what we are really good at,” she says. Even though the
business could have reaped more profi ts if it did not choose to
carve a niche for itself in coloured gems, she believes that “it’s
really about doing what you excel in”.
So far, it has proven to be a sound strategy—going niche
has given the Madly team the time and bandwidth to create
authentic designs that are bold, brilliant and unique for their
customers. Taking this alternative route is also in line with the
brand’s philosophy: “Being off-centred and a little left-fi eld is
what we proudly call ‘classic Madly’.”
That said, Madly is not resting on its laurels. There are
expansion plans in place and it is looking to establish overseas
when the time is right. Meanwhile, in Singapore, it continues to
focus on its bespoke creations, which account for a large part of
its business.
Whether you’re a regular or a fi rst-time customer, the team
will take the time to understand your personality and every
desire concerning jewels before suggesting a stone and the
best possible design to harness and amplify its beauty. After all,
Madly is not your typical jeweller and is about “more than just
creating and selling beautiful jewellery”.
“It’s about making the world a more joyful and sparkling place
with what we do,” Maddy enthuses. And looking at the beaming
smiles on the faces of clients leaving its studio, we cannot help
but agree.A pair of modular
earrings in white
and rose gold with
coloured gemstones
that can be worn in
fi ve diff erent waysMADLY SPECIAL