The owner of a boutique jewelry store in Rowland Heights, CA organized a contest for logo designs for their new logo. Out of 100 entries, this was the mark selected for first place. A custom-made, handcrafted typeface was designed specifically for this logo; each letter was individually designed with a slightly oblique slant to evoke a gentle sense of movement. The typography aims to create a dual tonality of the letterforms in order to assume a 3-dimensional appearance. This allows the gem atop the i to harmonize with the letters, as everything in the logo depicts a light source on the upper left highlighting the left side while leaving a solid, bold right side. The gem also reflects this 3-dimensionality.