Jewelmade began with a simple irritation: music packaging was made to be seen, but too often ended up hidden in piles, drawers or plastic cases.

In the late 1990s, Norwegian designer Marius Brandl was studying interior and product design in Copenhagen when the idea first appeared. At a party, with music playing and CD covers scattered across a table, he started wondering why there was no clear, careful way to display a cover while listening.