CELI, a new fine jewelry brand co-founded by sisters Chau Lui and Trang Wong, is set to make its global debut with an e-commerce launch and the opening of its first brick-and-mortar location in Toronto. CELI’s e-commerce platform will go live on November 8, 2024, followed by the grand opening of its flagship store at 753 Queen Street West on November 14, 2024. The brand, which will become known for its modern yet timeless pieces, aims to redefine fine jewelry by offering a range of gold, silver, and diamond jewelry designed to celebrate life’s special moments.
Lui and Wong bring over 30 years of combined experience in the fine jewelry industry, having previously established the successful Edmonton-based Paris Jewellers brand, which has more than 20 locations across Canada. CELI represents a new chapter for the sisters, reflecting a desire to introduce a fresh, contemporary approach to fine jewelry that appeals to both local and global audiences.
CELI’s Modern Jewelry Offerings and Ethical Sourcing
At the heart of CELI’s mission is the celebration of personal milestones, big or small, through jewelry. The brand offers a wide variety of pieces, ranging from solid gold rings and silver bracelets to delicate necklaces and diamond earrings. CELI also features a full bridal collection, offering both traditional engagement rings and wedding bands, as well as modern interpretations that reflect contemporary tastes.
“We wanted to create a brand that feels personal and special for every individual,” said Chau Lui during an interview. “CELI is about celebrating moments, whether it’s a simple, everyday ring or an heirloom-quality piece that will be passed down through generations. Our goal is to provide jewelry that speaks to a wide range of customers, offering something for everyone—whether you’re looking for a unique engagement ring or a classic necklace.”
In an effort to cater to diverse consumer preferences, CELI also embraces both ethically sourced diamonds and lab-grown diamonds, giving customers the flexibility to choose based on their values and budget. The decision reflects a growing trend in the fine jewelry market toward sustainability and transparency. “We know that today’s consumers care about where their products come from,” said Lui. “That’s why we’re committed to offering both natural and lab-grown diamonds, ensuring that every piece is created with integrity.”
The price points for CELI’s jewelry are designed to be accessible, ranging from affordable everyday pieces to higher-end, custom designs for special occasions. This approach aligns with the sisters’ belief that fine jewelry should be both beautiful and attainable.
CELI Brings Fine Jewelry to Toronto’s Queen Street West
The choice of Toronto’s Queen Street West for CELI’s first physical location is a strategic one. Queen Street West is one of Toronto’s most vibrant neighborhoods, known for its eclectic mix of shops, galleries, and restaurants, making it a popular destination for both locals and tourists. The area attracts a diverse, fashion-forward crowd, which aligns with CELI’s vision of inclusivity and modern luxury.
The store, located at 753 Queen Street West, occupies a heritage building with historical significance. The interior design reflects a European-inspired aesthetic, featuring the brand’s signature pale blue color scheme, elegant crown moldings, and gold accents. Custom lounge seating and penny-tiled floors greet customers as they enter, creating an atmosphere of both comfort and sophistication. A unique feature of the store is its private bridal suite, where customers can book appointments for personalized consultations, complete with champagne service.
“Queen Street West has such a special energy, and we love the diversity and creativity of the people in this area,” Chau said. “We’ve designed the store to reflect that spirit, offering a space that feels both luxurious and welcoming.”
The store will showcase CELI’s full range of jewelry, from solid gold rings and necklaces to diamond earrings and custom engagement rings. The bridal suite, in particular, offers a special experience for those looking for one-of-a-kind pieces for their big day. “We’re really proud of the bridal and custom options we’ll offer,” Lui noted. “We know that choosing an engagement ring or wedding band is one of the most significant purchases someone will make, and we want to provide a personalized, memorable experience for every customer.”
CELI’s Global Expansion and Omnichannel Approach
While CELI is launching its first physical store in Toronto, the brand has global ambitions. The e-commerce platform launching on November 8, 2024, is designed to reach customers worldwide, offering a seamless online shopping experience. CELI’s omnichannel strategy is central to its growth plan, ensuring that customers can shop the brand’s collections whether they are in-store or online.
“Our goal is to create a truly seamless shopping experience, whether you’re visiting our Toronto store or shopping online from across the globe,” said Lui. “We’ve put a lot of thought into how we integrate our digital and physical platforms to ensure that customers feel connected to the brand no matter where they are.”
The founders believe that having both an online presence and a physical store will help CELI build strong brand recognition and loyalty. “There’s something special about being able to touch and try on the jewelry in person, but we also know that convenience is key for today’s shoppers,” said Lui. “By offering both options, we can reach more people and provide a tailored experience for each customer.”
CELI and Paris Jewellers: A Legacy of Fine Jewelry
CELI is not the first jewelry venture for sisters Chau Lui and Trang Wong. Their established brand, Paris Jewellers, has become a well-known name in Canada, with over 20 stores across the country. Paris Jewellers has built a reputation for quality craftsmanship, excellent customer service, and community involvement. CELI, however, represents a new direction for the sisters—a more modern, design-forward brand with a global vision.
“We’ve learned so much from our experience with Paris Jewellers, and we’re bringing all of that knowledge to CELI,” said Lui. “CELI is about creating something fresh and contemporary while still maintaining the high standards of quality and customer care that have always been important to us.”
CELI’s collections reflect current trends in fine jewelry, with an emphasis on bold textures, stackable pieces, and versatility. The sisters have drawn inspiration from their own family’s jewelry, particularly their mother’s pieces from the 1980s, to create designs that feel both nostalgic and modern. “We wanted to incorporate a sense of legacy into our designs,” said Lui. “The jewelry we offer is meant to be worn and cherished for years to come.”
Looking Ahead: CELI’s Vision for the Future
While the Toronto store marks CELI’s first physical location, the brand is already planning for future growth. Lui hinted that the sisters are open to expanding CELI’s retail footprint across Canada and potentially into international markets. “We’re dreaming big with CELI,” Lui said. “We see this as the beginning of something really special, and we’re excited to see where it takes us.”
The opening of CELI’s flagship store in Toronto and its global e-commerce launch are just the first steps in what the co-founders hope will be a long and successful journey. “We’ve put our hearts into this brand,” said Lui. “We can’t wait to share it with the world.”
More from Retail Insider:
