East Ventures Invests in MADLY, a D2C Startup from Singapore

East Ventures has added to its D2C portfolio by investing in a jewelery design house from Singapore called "MADLY". By carrying out the concept bespoke shoe or customized, MADLY plans to use these fresh funds to accelerate the company's global expansion.

The luxury jewelery sector is said to be experiencing an increase in demand for these properties bespoke shoe or personalized jewelry, as well as colored gemstones. This trend was well anticipated by MADLY by offering a seamless and immersive experience and engaging clients every step of the way.

Founder MADLY Maddy Barber revealed that East Ventures shares the same belief in investing in people. "Their commitment to a humanist element in the business positions them as the ideal partner to take us to the next phase of growth. With their support, we are poised to expand our reach globally and build brand concept jewelry bespoke shoe internationally recognized," he added.

Founded in 2014 with a mission to disrupt the diamond jewelery sector in Singapore, MADLY offers the finest quality and value of gemstones as well as bespoke designs that combine modern aesthetics with traditional craftsmanship and a unique story behind each piece of jewellery.

The materials used by MADLY are the best colored gemstones of 0,1% or "big three", namely Sapphire, Ruby and Emerald, to a wave of rare gemstones such as Paraiba Tourmaline, Cobalt Spinel and Tsavorite Garnet.

Their colored gemstone pieces are custom made for each client designed with bright, vivid colors to celebrate a special occasion, created with attention to all their smallest details and created to last for generations.

MADLY creates unique, carefully designed handmade jewelry through a meticulous process so as to provide unique value to customers. Each unique MADLY creation is an expression of the client and their loved ones, handcrafted in 18K gold and forged by the hands of master craftsmen.

Within 9 years, the company had their own mining sourcing office, a world-class jewelry design team, GIA graduates, and a lapidarist internal. This year, MADLY is ready to launch expansion and realize its mission to become a leading international bespoke jewelry brand.

East Ventures D2C Portfolio

MADLY is not East Ventures' first portfolio in the D2C sector. Since 2015, EV has been investing in startups retailer beauty Sociolla which is currently one of the main players in the market beautytech Indonesia. To date, Sociolla has 50 stores spread across 30 cities in the provinces of Sumatra, Kalimantan, Sulawesi and Java.

Just like most other D2C segments, the beauty industry is also quickly filling up with market players. However, the consumable nature of cosmetic products upon consumption has given this sector an extra edge in terms of market expansion. Apart from Sociolla, East Ventures also invested in D2C brands of beauty products Base and ESQA.

Most recently, this venture capital, which was founded in 2009, has invested in a startup providing comprehensive supply chain solutions, Practical. The company offers a range of solutions, starting from purchasing raw materials, production, fulfillment, and logistics with technological improvements to provide easy, efficient and reliable operating processes, both for direct-to-consumer (D2C) brand and suppliers focused on the fashion and beauty industries.

Apart from the beauty industry, East Ventures' D2C portfolio also extends to sectors healthtech. One of which is Self Care, a digital clinic on-demand which helps people to get health services for skin, hair and intimate areas.

As a venture capital that is open to all sectors (agnostic), East Ventures' thesis behind investing in D2C (Direct-to-Customer) is its founders. In each of East Ventures' D2C segments, founders are passionate about building customer-focused, innovative and personal brands.