Jhaena Jewels, a Filipino jewelry brand, is elevating its live-selling experience with the launch of a comprehensive digital portal. The new platform, debuting as the company marks its sixth anniversary, brings together live shopping, online transactions, order management, delivery tracking, and customer support in one seamless online space.
The launch comes as Jhaena Jewels continues to build a strong community through live selling and social commerce. Founder Haena Sia-Foo emphasized that the portal does not replace live selling; instead, it creates a more organized and convenient customer journey. “We wanted to make everything that happens around and after ‘mine’ easier, clearer, and more organized,” she said.
With the new portal, customers can create personal accounts to access purchase history, transaction records, and order information all in one place. Selected live sessions allow users to watch broadcasts, chat, and claim jewelry pieces while viewing product images, prices, and availability. Some broadcasts will also be available for replay, making it easier to revisit featured items and check their availability.
Beyond live selling events, shoppers can browse and purchase jewelry through Jhaena Jewels’ online shop. The platform is designed to improve transparency, offering better visibility over invoices, payments, shipments, and delivery details for each customer.
Jhaena Jewels is also expanding its international sourcing and manufacturing partnerships in key jewelry markets, including India, Hong Kong, Thailand, Japan, and Italy. A notable development is the brand’s growing connection to Surat, India—a global hub for diamond cutting and polishing. These relationships provide closer access to natural diamonds and other materials, enhancing the brand’s ability to offer both ready-made and customized pieces.
Sia-Foo explained that the brand’s evolving approach centers on the idea that “Access is the New Luxury.” The new portal aims to give customers not only greater access to jewelry but also to information, sourcing, value, and a more connected shopping experience. “Even a small purchase within your budget can feel like a luxury,” she said, highlighting the brand’s philosophy of "luxury for all.”
Co-founder and CFO Justin Foo reflected on the business’s journey, emphasizing the importance of adaptability and partnership—both in their marriage and in business. “If you really love each other, you love what you do, talagang mag-ooverflow yung love towards other people,” he said, sharing how their personal experiences have shaped the company’s values.
Jhaena Jewels has also collaborated with several celebrities, including Miss Universe 2018 Catriona Gray, Mika Salamanca, Jennylyn Mercado, Small Laude, and Kakai Bautista. Sia-Foo noted that while celebrities often have specific jewelry needs and are surprised by the brand’s accessible pricing, regular customers—affectionately called “mamkoys”—place strong trust in the brand, even without meeting face-to-face.
As the brand enters its sixth year, it is also preparing to expand its ecosystem by offering opportunities for affiliates, live sellers, entrepreneurs, and resellers. With its new digital portal, Jhaena Jewels aims to connect every step of the jewelry journey—from live discovery to transaction and delivery—in a single, user-friendly platform.