JHAENA JEWELS LAUNCHES NEW DIGITAL PORTAL, BRINGING LIVE SHOPPING, TRANSACTIONS AND CUSTOMER SUPPORT INTO ONE ECOSYSTEM
On its sixth year, the jewelry brand takes its LIVE-selling experience to the next level with a more connected digital journey for its growing community.
Six years after building its community through LIVE selling, Jhaena Jewels is entering its next chapter with the launch of the Jhaena Jewels Portal at www.jhaenajewels.com, a new digital platform designed to bring LIVE shopping, online browsing, transaction records, order management, delivery information and customer support into a more connected experience.
The portal marks the latest evolution of a business that grew alongside the rise of social commerce in the Philippines.
For Jhaena Jewels Founder Haena Sia-Foo, the goal was not to replace the LIVE-selling experience that helped build the brand, but to create a better digital environment around it.
“Our customers already love the excitement and personal connection of LIVE selling. As our community grew, we started asking how we could make everything that happens around and after ‘MINE’ easier, clearer and more organized,” said Sia-Foo. “We wanted the experience to grow with our customers.”
TAKING LIVE SELLING TO THE NEXT LEVEL
Like many businesses that grew through social commerce, Jhaena Jewels initially managed much of the customer journey through a combination of LIVE broadcasts, messages, manual coordination and separate transaction records.
As its community and volume of transactions expanded, the brand saw an opportunity to bring more of these touchpoints together.
Through the new portal, customers can create a dedicated Jhaena Jewels account where relevant purchase information, transaction records and orders can be accessed in one place.
During participating LIVE sessions, customers can also watch the broadcast, chat and claim pieces while browsing the pieces being featured, including available product information such as photos, prices, item details and availability.
Selected LIVE sessions may remain open as replays after the broadcast, allowing customers to revisit featured pieces, and still claim what’s left, without having to search through an entire LIVE stream or message thread.
Outside LIVE sessions, customers can continue browsing and buying available pieces through the Jhaena Jewels online shop, and check out LIVE finds and shop pieces together.
“We are not moving away from LIVE selling,” Sia-Foo said. “We are building a better home for it.”
A MORE CONNECTED CUSTOMER JOURNEY
The Jhaena Jewels Portal is designed around five key improvements to the customer experience:
Permanence. Customers can access organized purchase and transaction records through their account, giving previous purchases a more permanent digital home.
Control. Customers can have greater visibility over invoices, payment progress, orders, individual shipments and available delivery information.
Ease. The portal is designed to reduce unnecessary back-and-forth by bringing together more steps of the journey, from shopping and checkout to payment follow-up, delivery information and customer assistance.
Transparency. Payment submission, review and confirmation can be reflected as separate stages, helping customers better understand the status of a transaction.
Continuity. The relationship between the customer and Jhaena Jewels no longer needs to end when the LIVE broadcast ends. Customers can return to their account, purchases and relevant order information through one digital destination.
The platform also allows customer concerns to be associated with a particular order, helping keep the transaction and related communication more closely connected.
By bringing more of the shopping and transaction journey into a dedicated customer account, the portal also creates a more structured environment for managing important purchase information compared with relying solely on individual messages, screenshots and separate conversations.
Rather than positioning the portal as simply another e-commerce website, Jhaena Jewels sees it as an extension of the relationship it has built with its community through years of LIVE selling.
CLOSER TO THE SOURCE
The portal launch also comes at a time when Jhaena Jewels has significantly expanded its international sourcing and manufacturing relationships.
Through partnerships across key jewelry markets including India, Hong Kong, Thailand, Japan and Italy, the brand has developed closer relationships with jewelry manufacturers, suppliers and international industry partners.
A significant part of this expansion is in Surat, India, one of the world’s major centers for diamond cutting and polishing.
Through its partnerships there, Jhaena Jewels has gained closer access to the source of natural diamonds, including cutting and polishing operations that form an important part of the global diamond supply chain.
Jhaena Jewels has developed direct sourcing relationships and strategic partnerships with manufacturers and diamond industry partners, allowing the brand to operate closer to where its jewelry and materials originate.
These relationships extend across different areas of the jewelry ecosystem — from natural diamonds and gemstones to finished fine jewelry, sourcing and customized pieces.
For customers, Jhaena Jewels says this increasingly direct and globally connected supply approach allows the brand to reduce unnecessary layers between the source and the eventual customer while maintaining its focus on quality.
The result is what the company describes as high-quality jewelry offered at highly competitive, closer-to-source pricing.
The same access also strengthens its customized jewelry offering. By having closer access to diamonds and other materials, Jhaena Jewels can establish a stronger starting point when developing pieces according to a customer’s preferences, specifications and budget.
“We have spent the last few years going closer to where jewelry is sourced, cut, polished and made,” Sia-Foo said. “From India and other important jewelry markets around the world, these partnerships have given us access that we didn’t have when we started.”
For Sia-Foo, this access changes not only what the company can offer, but the kind of value it can provide.
“The goal is not simply to offer something cheaper,” she added. “It is to give our customers access to beautiful, quality jewelry at the best value we can provide because we are now closer to the source.”
FROM SOURCE TO SCREEN
This combination of international sourcing access and digital innovation represents the next stage of Jhaena Jewels’ growth.
What began as customers discovering jewelry through a LIVE screen is becoming a more connected journey — from how pieces are sourced to how they are discovered, purchased, recorded and supported after the sale.
It is also the thinking behind the brand’s newest message:
ACCESS IS THE NEW LUXURY.
For Jhaena Jewels, access means bringing customers closer to the source of the jewelry, while also giving them greater access to information, convenience and visibility throughout their shopping journey.
“For us, luxury isn’t only about what you can own,” Sia-Foo said. “It is also about what you can access — access to the source, access to better value, and access to a better experience.”
The idea complements the brand’s continuing belief in Luxury for All, which has guided its efforts to make fine jewelry available to a wider community of customers.
As Jhaena Jewels enters its sixth year, the two ideas come together: if luxury is meant to reach more people, then access — to quality, source, information and experience — becomes an important part of making that possible.
BUILDING A BIGGER JHAENA JEWELS ECOSYSTEM
Beyond the customer experience, Jhaena Jewels is also preparing for the next phase of its ecosystem.
The company prepared structured opportunities for affiliates, LIVE sellers, entrepreneurs, resellers and businesses interested in participating in the Jhaena Jewels network.
Details, eligibility requirements and commercial arrangements for these partnership pathways will be introduced separately.
For now, the launch of the Jhaena Jewels Portal puts the customer at the center of the brand’s sixth-year evolution.
From discovering a piece during a LIVE, to reviewing a transaction, following an order and returning to previous purchases, Jhaena Jewels wants more of the jewelry journey to live in one connected place.
Six years after it began with a LIVE, Jhaena Jewels is building the ecosystem around it.
From source to screen.
From “MINE” to delivery.
From a LIVE-selling community to a more connected jewelry experience. ABOUT JHAENA JEWELS
Jhaena Jewels is a Philippine jewelry brand founded by Haena Sia-Foo that grew its community through LIVE selling and social commerce.
The brand offers natural diamonds, gemstones, gold, fine jewelry and customized pieces, supported by an expanding network of international sourcing and manufacturing relationships across key jewelry markets including India, Hong Kong, Thailand, Japan and Italy.
A key part of its international sourcing development includes partnerships in Surat, India, a major global center for diamond cutting and polishing, which have brought the company closer to diamond manufacturing and the international jewelry supply chain.
As it enters its sixth year, Jhaena Jewels continues to expand its customer experience across LIVE commerce, digital shopping, international sourcing and personalized jewelry services.
Jhaena Jewels — Luxury for All.
