From the moment you step in, the first thing you’ll see is the ‘Straight from the Source’ feature wall. Sculpted to resemble the contours of rough rock, the wall brings the diamond mine into the boutique itself in a slightly surreal experience. Guests are invited to reach into one of the niches and touch a rough gem, which activates an educational video and highlights the mining areas on the topographical outlines of Tanzania and Sri Lanka, where MADLY has its sourcing offices.

The journey continues at the back of the store, where guests will be able to see a lapidarist cutting and polishing gems via a video filmed in real time. Finally, they are directed to the ‘Rough to Cut’ wall where different types of gemstones are displayed. These run the gamut from the ‘Big Three’ – sapphire, ruby, and emerald – to others like garnet and topaz.

The experience removes the layers of mystique that have surrounded the gemstone industry for decades, enabling people to see their jewels in a different light.

“The Brand Experience Centre plays such an important role in Singapore’s jewellery scene by influencing how we appreciate coloured gemstones,” says Maddy Barber, former DJ and founder of MADLY. “Exposing the ‘unglamorous’ side of fine jewellery allows us to truly appreciate the beauty of Mother Nature, and the hard work, creativity and artistry that Man uses to unlock each jewel’s potential.”

Madly Gems Brand Experience Centre is located at 13 Ann Siang Road. For more information, please visit www.madlygems.com.