MADELIEF Designer Jewellery is owned by award-winning designer, Madeli Viljoen. She graduated from the Jewellery Design department of Tshwane University of Technology in the capital city of South Africa, Pretoria.

Whilst completing her post-graduate studies in 2016, she was selected as a design consultant at the Forevermark Design and Innovation centre in Milan, Italy, a company founded by De Beers.

She returned to South Africa and in 2017 received her Honours degree in BTech Jewellery design and manufacturing, after which Viljoen established her own brand: MADELIEF.