Toronto-based fine jewelry brand CELI is redefining experiential retail with the launch of a private outdoor patio behind its flagship store at 753 Queen Street West. The newly unveiled space, described as an urban sanctuary, marks what could be a first for the Canadian jewelry industry—a speakeasy-style oasis designed to foster community, creativity, and lifestyle-driven engagement beyond traditional retail.
The initiative reflects CELI’s ambition to move beyond transactional experiences and create environments where customers can celebrate milestones, connect, and immerse themselves in the brand. “When we first saw the space, we dreamed of building something that brings people together,” said Chau Lui, co-founder of CELI, in an interview with Retail Insider. “We wanted a place for sharing moments and dreaming big. It’s an extension of our brand values and who we are.”
The concept transforms an underutilized rear courtyard into a hidden retreat. Guests access the patio through CELI’s showroom before emerging into a lush, intimate space anchored by a striking central tree. Seating areas, an oversized bar, and carefully curated furniture contribute to the atmosphere, while a small decorative pool adds a calming element.
“I’ve always loved being by the water,” Lui shared. “It gives me a sense of calm and peace, so we added a pool to the back. You can’t swim in it,” she laughed, “but you can sit by the edge, enjoy a drink, and relax.”
The patio operates on two models: Thursdays are open to the public, offering a co-working environment or a place to meet friends, while private event bookings are available on other days. According to Lui, bookings began immediately after launch. “We had our first event scheduled the day after we announced it,” she said.
Reservations can be made through CELI’s website, and the brand emphasizes flexibility for clients hosting private events.
Freedom and Flexibility for Private Events
Unlike traditional event venues with rigid vendor requirements, CELI’s patio offers full creative control to hosts. “There’s no mandatory catering partner or beverage provider,” Lui explained. “If you want to bring in cookies, balloons, or your favourite wine, you can. We wanted this space to feel personal and adaptable.”
The discreet nature of the venue adds to its appeal. From the street, passersby have no indication that an outdoor retreat exists behind CELI’s pale blue storefront. “Even when you’re inside the store, you can’t see it,” said Lui. “It feels like a private sanctuary, which is perfect for intimate events or high-profile gatherings where privacy matters.”
For CELI, the patio is more than an aesthetic upgrade; it represents a culture-driving initiative. The brand aims to use the space for events aligned with its values, including women-led pop-ups, networking sessions, and community activations. “We’re passionate about supporting female entrepreneurs and creating opportunities to give back,” said Lui. “It’s an honour to think customers will host their milestones here. We want to be part of those stories.”
The approach underscores CELI’s broader positioning as a lifestyle brand. “Jewelry is central to what we do, but it’s not the only story,” Lui noted. “This space allows us to build connections and experiences that go beyond product.”
Experiential Retail for a Younger Audience
CELI’s Queen Street West location, its first physical store after launching an e-commerce platform in late 2024, was strategically chosen for its vibrant, youthful demographic and strong appetite for experiential retail. “The neighbourhood is full of people who value creativity and community,” said Lui. “They want more than a transaction; they want an experience.”
Experiential retail concepts have gained traction globally, with luxury and specialty retailers incorporating cafés, lounges, and event spaces into their store designs. CELI’s patio brings this trend to Toronto’s jewelry market in a distinctive way, blending hospitality and retail in an outdoor environment.
From Paris Jewellers to CELI: A Legacy Evolves
CELI represents the next chapter for co-founders Chau Lui and Trang Wong, who also lead Paris Jewellers, one of Canada’s largest family-owned jewelry chains with more than 20 locations nationwide. The sisters grew up in the industry, learning the business from their parents, who immigrated from Vietnam and opened their first store in St. Albert, Alberta, in 1987.
Paris Jewellers has become a household name, but CELI was designed as a boutique concept tailored to Toronto’s urban clientele. The Queen Street West flagship features European-inspired interiors, a bridal suite for private consultations, and champagne service. The product mix includes modern fine jewelry, custom engagement rings, and both natural and lab-grown GIA-certified diamonds.
“Our heritage gave us the foundation, but CELI is about reimagining what fine jewelry retail can look like,” said Lui. “It’s about inclusivity, ethical sourcing, and creating meaningful experiences.”
Innovation and Omnichannel Strategies
The launch of the patio is part of a broader strategy to position CELI as an innovator in retail experience. Insights from the Queen Street location are influencing operations at Paris Jewellers as well. “We’re learning so much here,” said Lui. “CELI operates paperless, and we’re implementing automated workflows and improving the custom design process. These innovations will roll out across Paris Jewellers later this year.”
CELI’s focus on customization has been a key learning. “A lot of our business comes from customers designing their perfect engagement ring,” Lui explained. “We’ve streamlined the process to make it as easy as possible, and those efficiencies are shaping our future strategies.”
While expansion details remain under wraps, Lui confirmed that growth is on the horizon. “We talk about it every week,” she said. “It might not look like what you expect, but it’s going to be exciting.”
In the meantime, CELI is concentrating on maximizing the potential of its Toronto flagship and outdoor sanctuary. “This patio is just the beginning,” said Lui. “We want it to become a space for connection, celebration, and creativity, just like our brand.”
