Oct 9, 2026
Digital portal aims to upgrade live-selling experience
Jhaena Jewels is taking its six-year live-selling journey into the digital space with a new portal designed to connect live shopping, online transactions, order tracking and customer support in one platform.
The new digital home allows customers to register for personal accounts where they can view their claims, orders, invoices, payments and delivery information in one place. Customers can also browse available jewelry through the online shop and continue to discover and claim pieces during live-selling sessions.
Founder and CEO Haena Sia-Foo said the portal is designed to complement, rather than replace, the live-selling experience that helped build the brand’s community.
“When we started Jhaena Jewels six years ago, live selling was one of the important parts of our journey. I love the connection with our clients and the community that we built together for the past six years,” Sia-Foo said during the launch.
The portal addresses some of the manual processes associated with live selling, including sending screenshots, messaging administrators to confirm item availability and following up on payments.
Jhaena Jewels OIC Arlene Natividad said the platform was developed as the company looked for ways to make transactions easier without losing the personal interaction customers have come to expect from the brand.
“As the community grew, we also started asking ourselves, how can we make the experience easier, clearer and more connected for our customers without taking away the live experience that they already love?” Natividad said.
Through the portal, customers can claim an available piece, proceed to checkout and receive an automatically generated invoice. They can also upload proof of payment directly to their account, while payment status and delivery information can be tracked through the system.
“Instead of looking for screenshots, going back through messages or asking where your transaction is, we are giving you a more organized way,” Natividad said.
The system also connects purchases made through live selling and the online shop, allowing customers to review their transactions and invoices in one purchase history.
“Less guessing, more transparency. We want our customers to feel more informed and more confident about their transactions,” Natividad said.
The platform is also designed for customers who miss live sessions. Available pieces featured during a broadcast can still be browsed through the portal after the live session, giving customers another way to see and purchase items.
Sia-Foo emphasized that the familiar “mine” culture of live selling remains part of the experience, although it now takes on a digital form.
“On the website, ‘mine’ becomes a claim. You just have to tap the claim there for it to go to our portal or checkout,” Sia-Foo said.
Once a customer claims an item, the transaction moves through the cart, checkout, invoicing, payment and delivery stages within the system.
Sia-Foo said the company will continue using social media for live selling with broadcasts viewable on the website.
“Are we going to replace live selling? The answer, of course, is no. We’re actually upgrading it,” she said.
The portal forms part of the brand’s broader sixth-year theme, “Access is the New Luxury.” Sia-Foo said the company’s goal is to make access to jewelry, information, sourcing networks and opportunities more attainable for its customers and partners.
“Luxury is not just about owning something. Luxury is about access to quality, and to the better value of something that we know will create a memory for us forever,” she said.
Sia-Foo said the company spent years developing relationships with manufacturers, artisans, diamond cutters and polishers in jewelry markets around the world, including India, Hong Kong, Thailand, Japan and Italy.
The company is also looking to expand its ecosystem to include affiliates, live sellers, entrepreneurs, resellers and other business partners.
“We spent six years building a foundation. Now, we have the technology and infrastructure to open it to more people,” she said.
For Sia-Foo, the portal is the latest step in a journey that began with live selling and limited resources.
“I started with just one phone, one sticky note, a phone stand and my ball pen. But I had something much bigger than that. I had a dream,” she said.
“Real luxury today isn’t only about owning something beautiful. It’s having access to something that was once beyond our reach,” she finally added.
