When designing the logo back in 2004; it had to work as a stand alone graphic element, as well as with text. We started sketching ideas by hand & eventually came up with a symmetrical fleur-de-lis. This was a decorative symbol, with royal connotations. After much experimentation on paper I decided to split the fleur-de-lis into shapes. This would appear more prominent when laser cut onto the product and  added the diamond shapes for a hint of luxury.