In 2013, during her studies at University of Stellenbosch in Creative Jewellery Design and Metal Techniques, she was nominated as a semi-finalist in the Anglo Gold Jewellery competition before graduating. She was also nominated best final year student.

The iLoni brand was established in 2015 straight after completing her studies. During the start-up year, Madri was chosen as one of 40 emerging creatives and given the opportunity to exhibit at the Design Indaba exhibition in Cape Town. In the same year she was invited to exhibit her jewellery at ‘100% Designs’ in Johannesburg where it was chosen as one of the 100 most beautiful art pieces in South Africa.

Soon thereafter a bespoke neck piece was chosen by ‘Southern Guild’ for their exhibition titled ‘A New Wave’ in Cape Town. This neck piece was also chosen to be displayed at the ‘New Wave Exhibition’ in Johannesburg. In 2017, ‘Africa Fashion International’ contracted her to collaborate in the design and production of a unique accessory range to be sold in their retail shops.

Making her mark as a talented South African jewellery designer, Madri was invited to open the first iLoni store in the trendy Watershed at the end of 2020. Continued success led to an online store in 2021 and in the same year, she was a Professional Category finalist at South Africa Jewellery Week. iLoni designs can be found in selected high-end boutiques nationwide.

Iloni aims to connect with the jewellery wearers from all walks of life, from the trend followers to the loyal I-never-take-this-off-ers. We pride ourselves on our individuality and refuse to follow trends.