The new boutique, designed in collaboration with interior designer Joyce Wang, aims to create a welcoming atmosphere that feels more like a home than a traditional jewellery store. “We want customers to get up close and personal with our diamonds and jewellery,” Maltez says. “It’s about moving away from the idea that diamonds are intimidating. We want to create every opportunity in the store for customers to try it on and feel that wow moment.”

Her approach to jewellery has also been shaped by a desire to enjoy it. “Jewellery has to be playful at some level,” she says.
This quality is reflected in the brand’s new collections, which she described as “bold” and designed to resonate with a modern audience. A similar approach is reflected in the boutique’s design, which is intended to evoke a sense of comfort and accessibility. “We want to make diamonds more enjoyable,” Maltez says. “It’s an investment, yes, but you don’t want it sitting in a safe. You want to wear it every day and have that little bit of sparkle and joy. A few years ago, you wouldn’t have seen me wearing diamonds—I couldn’t find designs that felt modern enough or comfortable to wear. Now, I’m confident in my choices and have more fun with them.”

Maltez emphasises the importance of education in the customer experience. “We want to [take] away the intimidation factor,” she says. “Rather than having lots of tools or digital things, we really wanted people to be able to touch and feel the jewellery.” This hands-on experience is designed to foster a deeper connection between customers and the brand.

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