Crafting a colourful legacy from Singapore to Dubai

Founded by Maddy Barber, Madly is a bespoke jewellery brand from Singapore, renowned for its focus on coloured gemstones. With its recent expansion into Dubai through a unique business model and experience centre, Madly continues to carve out a niche in the UAE, offering a truly bespoke experience using the top 0.1 per cent of coloured gemstones

Madly, established in 2014 in Singapore, began its journey when the local jewellery market was predominantly focused on diamonds. Coloured gemstones were largely unknown, and often treated as secondary by most jewellers. Despite the challenges, Madly carved a niche in this segment, driven by a belief in the enduring appeal of colour. Maddy Barber, Founder and Chief Brand Officer of Madly, understood that coloured stones have historically been cherished across cultures and eras. Her vision was to reintroduce this love for colour to modern consumers. Today, Madly is synonymous with the finest quality stones, exclusively dealing in the top 0.1 per cent of coloured gemstones, cementing its place in the high-end jewellery market.

EDITED EXCERPTS:

MAITHILI PATANGE (MP): How would you describe Madly’s brand identity in Singapore?

MADDY BARBER (MB): In Singapore, Madly is recognised as the leading bespoke jeweller for coloured gemstones, both in terms of the size of our team and market presence. We have the largest team of designers in the country, capable of managing significant workloads, particularly during peak seasons. Our reputation rests on two key pillars: the exceptional quality of our coloured gemstones and our fine craftsmanship. We have consciously avoided cutting corners, ensuring that quality is never compromised for growth. As a result, we operate with just one store per city. Our focus is on educating people about the value and beauty of gemstones and staying true to our brand principles. Many customers tell us that Madly’s jewellery offers brighter, more vivid stones than other brands, often at a price more affordable than they expected. This attention to detail is what sets us apart in the market.

MP: Your Dubai store is described as an experience centre. What makes it unique?

MB: The Dubai experience centre is Madly’s way of offering an immersive jewellery shopping experience. Unlike typical retail stores, this centre educates customers about the rarity and journey of the gemstones they are purchasing. Dubai’s market is still relatively new to coloured gemstones, so our centre helps bridge this knowledge gap.

At the centre, customers can explore a world map that highlights where specific gemstones, like tourmalines and tsavorites, are mined, helping them appreciate the rarity of each stone. Additionally, a hologram demonstrates how a gemstone transforms from rough to polished, offering a deeper understanding of the craftsmanship involved.

Our goal is to ensure that customers not only recognise the monetary value of their purchase but also appreciate the natural and artisanal processes that make each piece unique. This immersive experience is currently exclusive to our Singapore and Dubai stores.

MP: What was the strategy behind taking the brand to Dubai when you could have gone far west?

MB: We chose Dubai because it shares similarities with Singapore—both cities have significant spending power and a high affinity for shopping. While Dubai is a blend of Singapore, Vegas, and Hong Kong, its jewellery market is still evolving, much like Singapore was 10 to 15 years ago. We see this as an opportunity to introduce high-quality coloured gemstones to a market where diamonds and gold have traditionally dominated.

The initial response in Dubai has been promising. People are particularly fascinated by rare gemstones like Paraiba and alexandrite, indicating that Dubai is ready to embrace the beauty of coloured stones.

MP: Madly is known for using only the top 0.1 per cent of gemstones. Can you elaborate on your selection criteria?

MB: We work with a wide range of coloured gemstones, including aquamarine, tanzanite, tsavorite, and various types of garnets like malaia, mandarin, and rhodolite. We also work with tourmalines, rubelite, Paraiba, and both common and rare topaz varieties. Our selection extends to colour-changing stones like spinel and sapphire, with alexandrite being the pinnacle. Additionally, we offer moonstones, from the more affordable types to the rare blue sheen and cat’s eye varieties.

Our criteria for selecting gemstones are stringent. We focus solely on natural, earth-mined stones, rejecting synthetic or lab-grown alternatives due to their differing value propositions. We believe that investing in these rare and high-quality stones ensures enduring value as they also have an emotional value for customers.

MP: What is the retail model of Madly? How do you collaborate with designers globally as part of your bespoke jewellery approach?

MB: Madly is not just a jeweller; we operate more like a design house. Our approach is akin to working with an interior design or architectural firm. Clients come to us with a concept and budget, and we craft bespoke jewellery tailored to their vision.

Currently, our team consists of 10 designers from diverse backgrounds—Korean, Vietnamese, Jordanian, Italian, and Singaporean—trained at prestigious institutions. This diversity enriches our designs, which are not just created, but crafted with credibility and expertise. We also employ our own gem cutters and GIA-trained gem specialists to further ensure the highest standards in every piece.

What sets us apart is our commitment to unique, one-of-a-kind pieces. Unlike mass-produced jewellery, our creations are bespoke, reflecting true luxury. The process typically takes two to three months, or up to six months for complex pieces, prioritising craftsmanship over speed. We work with skilled artisans, not large factories.

MP: How do you approach inventory management and collection releases?

MB: We do not maintain a large inventory of ready-made pieces. Instead, we focus on bespoke creations and produce capsule collections based on specific inspirations, rather than seasonal themes. About 99 per cent of our work is made-to-order, tailored to individual client needs. We do have a small selection of ready-to-wear pieces for last-minute requests, but these are limited. Our model aligns with the concept of ‘slow fashion’, where we create pieces as they are ordered, reducing waste and ensuring each piece is uniquely crafted for the client.

MP: Who is your target audience, and how has the brand been received in Dubai?

MB: Our clientele in Dubai is diverse. Interestingly, in the UAE, about 50 per cent of our clients are local Arabs, which we did not expect since we initially anticipated a majority expat clientele due to the demographic composition of the region. Our target audience includes individuals who appreciate craftsmanship and the intrinsic value of jewellery, typically ranging from their late 30s to 60s. For engagement pieces, the age range is younger, typically mid to late 20s.

MP: How does your online presence complement your physical stores?

MB: Madly operates primarily through offline channels, despite having an online presence. Our website serves as a platform for clients to view our offerings and request information, and the majority of our business is conducted in-store.

For high-value jewellery, which often starts from around AED 9,000, we believe clients must see and experience the piece in person. This aligns with our philosophy that fine jewellery purchases should be a tactile and personalised experience. Clients often find us online but ultimately complete their transactions at our physical store, where they receive one-on-one attention and can interact with our team.

MP: What is the marketing strategy behind Madly’s strong social media presence?

MB: Our marketing strategy revolves around storytelling. From the beginning, we have emphasised the narrative behind each piece of jewellery. We often showcase real clients instead of models, highlighting the authentic experiences of those who wear our creations. For Madly, being authentically beautiful means presenting both the artistry of our jewellery and the true stories of the people who wear it. We aim to create and share content that resonates with real experiences and emotions, rather than simply following trends.

MP: What does the future hold for Madly?

MB: Currently, we are focused on excelling in our existing markets—Singapore and Dubai. While expansion is always on the horizon, our immediate goal is to maintain the high standards and reputation we have built over the years.

This year, we are celebrating our 10th anniversary with a special project—a coffee-table book featuring hundreds of our designs and the stories behind them. It will showcase Madly’s journey and serve as a source of inspiration for jewellery enthusiasts and designers alike. The book will be available for purchase, though it will be offered for free to our clients.

Written by Maithili Patange