Layla Kaisi is the upcoming, celebrity-favourite New Zealand jeweller dressing Cardi B and Ariana Grande

It's a bold move for any designer to upend convention and carve their own path in the daring world of haute joaillerie. But that's precisely what Layla Kaisi has done—and with remarkable success. The New Zealand visionary behind the eponymous jewellery brand, Layla Kaisi Collection, has quickly risen from relative obscurity to the glittering heights of celebrity, where her unconventional designs are now worn by some of the world's most coveted stars, from Cardi B to Ariana Grande.

She would have been a little sceptical if you told a young Layla Kaisi that her future would be one of diamonds, rubies, and the whispered allure of high fashion. 'I did something completely unrelated to jewellery,' she laughs, recalling her studies in biological sciences and psychology, with a particular focus on neuropsychology. 'I thought I'd work in a lab. I thought, 'I'm going to be professional.''

Professional? Sure. Predictable? Hardly.

Layla, a self-described creative soul, was always drawn to the arts. 'I was the girl getting in trouble at school for wearing rings and non-uniform jewellery,' she admits. The moment she graduated from university, something shifted. She took a leap of faith—with nothing to lose—and founded Layla Kaisi Collection, starting with small-scale designs that defied the very rules of traditional jewellery-making. 'I started with the tiniest, tiniest little designs you could imagine,' Layla says, 'but it felt natural. I wasn't trying to be anything I wasn't.'

The result? An aesthetic that feels fresh, daring, and, most importantly, free. The hallmark of Layla's work is an effortless sense of movement—a radical departure from the static, rigidly symmetrical pieces that often dominate the world of fine jewellery. 'I love designs that feel like you can breathe in them, like you can move,' Layla explains. 'For the longest time, I was seeing the same thing over and over again—rings, clusters of diamonds, everything symmetrical. It just didn't excite me anymore. So I thought, there has to be something else we can do.'

And indeed, there is. Layla's pieces are at once avant-garde and classic, pushing the boundaries without ever venturing into the realm of the unwearable. 'It's about showing people just how far you can go,' she says. 'I want my work to feel refined, not too over the top. It's about balance—finding beauty in the unexpected.'

For Layla, jewellery isn't just about aesthetics—it's a narrative. 'I don't want anything that feels too time-stamped to a specific era,' she says. 'It's about allowing the stones to speak for themselves and weaving a story around them. I like to think of it as a piece of art. It's not just an accessory—a chapter, a moment, a story that holds it all together.'

It's this unique approach that has propelled Layla Kaisi Collection into the global spotlight, with a string of high-profile moments that feel nothing short of cinematic. A single season in 2024, for example, saw her creations grace the collections of both Cardi B and Ariana Grande—a one-two punch that has started to ripple through fashion circles. 'It's been incredible,' she tells me. 'It's moving us into the US market, which is something we've always been aiming for.'

It all started on Instagram. 'I reached out to a stylist, and that led to my pieces being sent to New York and Paris Fashion Weeks,' she says. 'Next thing I knew, one of my designs was featured in the opening show at Paris Fashion Week, worn by Luna Groth. And then… Cardi B's stylist reached out. That was a huge moment.' Cardi B, ever the daring fashion icon, chose Layla Kaisi Collection rings to complete her Mugler look. The fluid, double-finger design of the rings was the perfect counterpoint to the rapper's bold aesthetic. 'She's really embodying the idea of breaking free from societal expectations and creating your own path,' Layla notes. 'It was a perfect match.'

The resulting photos—Cardi B decked out in Layla's otherworldly designs—flooded social media and were picked up by every major fashion outlet, from Vogue France to British Vogue and GQ. The exposure was both a validation of Layla's risk-taking and the beginning of a new phase for Layla Kaisi Collection. 'It's everything we've been working towards,' she says, reflecting on the surge of international recognition that followed.

Despite the overwhelming success, Layla remains grounded, her eyes fixed firmly on the future. 'I've never wanted to be just a local jeweller,' she confesses. 'We've always aimed for international recognition. High fashion, high jewellery—that's where we're headed.'

And with the brand's rapid ascent, it's clear that Layla's unyielding vision is resonating with a global audience. 'I go and take the steps to do it,' she says, offering sage advice to young creatives. 'I didn't go up to someone and say, 'Hey, how do I start a fine jewellery brand?' I just took action. And every step led to the next.'

It's a sentiment that encapsulates her ethos: even when no one believes in you—especially when no one believes in you—follow your own vision, trust the process, and the world will eventually take notice. 'It doesn't matter if no one believes in you at first,' she says with a knowing smile. 'Most of them don't even believe in themselves. But if you have a strong vision, people will start to believe in you, whether they want to or not.'

As she looks to the future, one thing is sure: Layla Kaisi Collection is no fleeting moment. It's a brand with staying power, built on creativity, courage, and a relentless pursuit of self-expression. If the world hasn't already caught on, it will soon enough. As Layla herself says, 'LKC is taking the world from here.'

For those who are watching, the ride has only just begun.