Jhaena Jewels is expanding its live-selling operations with a new digital portal that brings shopping, online transactions, order management, delivery information, and customer support together in one platform.
The launch coincides with the Philippine jewelry brand’s sixth anniversary, marking six years of building a community through live selling and social commerce.
Founder Haena Sia-Foo emphasized that the new platform is designed to complement, rather than replace, live selling, which has played a significant role in the brand’s growth.
Instead, the portal is designed to make the customer journey more organized and convenient—from discovering and claiming jewelry during live sessions to completing transactions and monitoring orders.
Customers can create their own accounts where they can access purchase history, transaction records and order information in one place.
During selected live sessions, customers can watch the broadcast, interact through chat and claim available pieces while viewing product photos, prices, details and availability.
Some live sessions may also remain available as replays, allowing customers to revisit featured pieces and check whether items are still available.
Beyond live selling, customers can also browse and purchase available jewelry through the brand’s online shop.
The company says the portal is part of a broader effort to improve transparency and convenience by giving customers better visibility over invoices, payments, shipments and delivery information.
Jhaena Jewels is also expanding its international sourcing and manufacturing partnerships across major jewelry markets, including India, Hong Kong, Thailand, Japan and Italy.
One of its key sourcing developments is in Surat, India, a major global center for diamond cutting and polishing.
Through its partnerships with manufacturers, suppliers and industry players, the company says it is gaining closer access to natural diamonds, gemstones and other jewelry materials.
The brand also says these relationships support its customized jewelry offerings, allowing customers to request pieces based on their preferences, specifications and budget.
For Sia-Foo, the developments reflect the company’s evolving approach to luxury, which it describes as “Access is the New Luxury.”
The concept focuses on giving customers greater access not only to jewelry, but also to information, sourcing, value and a more connected shopping experience.
As Jhaena Jewels enters its sixth year, the company is also preparing to expand its ecosystem through opportunities for affiliates, live sellers, entrepreneurs, resellers and other business partners.
With the new portal, Jhaena Jewels aims to connect the entire customer journey—from discovering a piece during a live broadcast to purchasing, tracking an order and accessing previous transactions—all in one digital platform.
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