Ailes Fine Jewelry came to us with a simple brief: create three jewellery displays for their collections and make guests feel as though they had stepped inside the brand’s jewellery box.

Their box is white on the outside and completely red on the inside, so red became the foundation of the experience. As we explored the brand further, we learned that stacking jewellery is a key part of their identity. That became the starting point for the design.

Rather than creating three standard jewellery tables, we designed one statement display made of three horizontal, stackable units. Red lighting was placed between each layer to give the piece depth and make it glow. Soft wave-shaped edges were incorporated to reflect the client’s signature wave detail.

The rest of the space was designed to complete the illusion: engraved wave details throughout, red flooring, red sofas and red elements surrounding the display. From the moment guests entered, it felt as if they had walked inside an Ailes jewellery box.

Created in 2022, the display stands are still used by the brand today — proof that a strong concept can continue to make an impact long after the event ends.