Since 1987, Paris Jewellers has been providing Canadians with beautiful jewelry. Eventually, they grew from one store to 23 locations across Canada. Founded by a Vietnamese husband/wife duo, Paris Jewellers is currently run by their daughter Chau Lui and Trang Wong.
Now, drawing inspiration from their parents’ business as well as their own aesthetic tastes, the sisters are starting a new fine jewelry brand, Celi, with a brick-and-mortar location in Toronto and a global online shop.
Celi is “the next chapter” for the two sisters. Now, they’re not just business owners, but also founders. Inspired by their Vietnamese heritage and the story of their parents, Lui says that they’ve found a unique way to honour that history in their showroom—but no spoilers until opening day.
“We wanted to be very intentional about sharing our story in our showroom. Throughout the space you will find little touches that honour our family story and history,” she explains. For example, when their parents first opened Paris Jewellers, their mom didn’t speak English. Instead, she relied on a Vietnamese to English dictionary to communicate to customers. This memory is immortalized in the showroom.
The name Celi is a play on the word celebration, and also pays homage to the founders’ families.
“There’s a deep personal connection to the title – my initials C and L are in the name; my daughters’ middle names are Elizabeth, and one of Trang’s daughter’s name is Elly,” Lui explains. “The name Celi was born out of our story from Paris Jewellers, and also inspired by our children.”
Celi will carry modern but timeless everyday essentials all in solid gold with precious gemstones and diamonds. There will also be unique engagement rings (Lui is well-known for designing custom engagement rings for celebrities like Lana Condor and Hayley Erbert, Derek Hough’s wife). Lui also says that they hope Celi becomes a hub for community, creativity and connection by displaying local artists’ work and featuring other brands in their showroom, along with hosting events to transform it into a hub for celebration.
While Celi will still honour Paris Jewellers’ legacy, Lui says that the new brand is more modern. They’re also hoping that Celi becomes synonymous with celebration in all ways, not just in the gifts we give.
“We want to fill a void in the market by offering a unique space and luxury experience, which doubles as an event space while exploring an incredible selection of bridal alongside classic yet modern pieces that will stand the test of time,” she says.
Looking towards the future, Lui says that she and her sister hope Celi becomes a brand that jewelry lovers come to trust for its quality, inclusivity and community impact.
“Ultimately, we want Celi to be a place where everyone feels seen, celebrated, and encouraged to dream big,” Lui says. “Everyone and anyone is deserving of diamonds and fine jewelry.”
You can shop Celi online at www.shopceli.com. The Celi retail outpost, located at 753 Queen St. West in Toronto, will open at 11 A.M. EST on November 14, 2024
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