They say that gold and diamonds are a girl’s best friends, but not everyone can afford them. That’s where Jhaena Jewels comes in—flipping the script on luxury.
Photo: Jhaena Jewels
Five years in the game, they show no signs of slowing down. Instead, they continue to hold their head high. Jhaena Jewels recently marked their fifth anniversary with a dazzling Jewel Party at Okada Manila on September 5 and 6, 2025, celebrating five years of passion, perseverance, and a lifelong mission to make luxury both affordable and accessible for everyone.
Luxury for all
While most know that Jhaena Jewels began through online selling, the brand was, at its heart, Haena Sanbie Sia-Foo’s tribute to her late mother, who had a passion for collecting jewelry. Now, as CEO and founder, she continues to thrive and remain driven in making jewelry within arm’s reach for everyone, and not only for the wealthy.
Photo: Jhaena Jewels
“Actually, when we started this jewelry [brand], what I really liked is that… jewelry itself is not only for the rich and famous, but it’s for every woman and for every man who really finds [jewelry] as a gift that they can pass on [through] generations. I really wanted it to be accessible for everyone,” Sia-Foo said.
And true to her word, Sia-Foo has built Jhaena Jewels into a brand that champions inclusivity, crafting timeless and elegant pieces that are not only affordable but also allow more people to celebrate life’s milestones through jewelry.
If you’re just starting to collect and invest in jewelry, Sia-Foo assures that the process does not have to be intimidating or break the bank. Instead, their classic and timeless pieces are always the best place to begin.
For the younger ones who want to start early in investing in high-quality yet budget-friendly jewelry—pieces they can wear to elevate their everyday outfits or even pass on to the next generation—stackables and dainty pieces make the perfect choice. For instance, their stunning diamond bracelets and necklaces, or their gold chains, add more versatility and sophistication to every look, but at
Luxury that pays it forward
They say that a brand thrives when it knows its market and maintains a relationship that is built on trust and integrity.
With Jhaena Jewels, they keep the promise of making luxury affordable and closer to more people through creating a safe space and an inclusive, tight-knit community where their love for jewelry can be celebrated. At the same time, allowing more people to grow and establish their own jewelry businesses.
As the esteemed brand reached its fifth year, Sia-Foo revealed that she wants to establish more partnership programs where luxury can no longer be just a far-fetched dream, but a vision turned into a reality.
“What we are eyeing for the fifth year is mas more pa ang pagfocus sa mga partnerships, create more businesses for others as well,” she said.
There are various partnership programs available for those who want to earn and grow from their love of jewelry. Jhaena Jewels offers an affiliate program, where you can earn by promoting the brand, as well as a B2B partnership program that allows you to distribute jewelry under your own brand—with or without capital required.
For live-sellers who will be establishing their own brands with no capital under Jhaena Jewels, Sia Foo showcases how luxury can be a tool for empowerment and livelihood.
“There’s no capital. Zero capital requirement. Just be yourself and be ready to face the world, and at the same time, maging (just be) trustworthy… Because luxury is not just about ‘luxury na ganda-gandahan lang.’ Luxury is all about integrity and the love that you give with every piece that you can offer,” she said.
Luxury with a purpose
As Jhaena Jewels celebrated its fifth anniversary, the brand remains hopeful that it will continue to thrive and reach more people—not only by helping them start their own collections, but also by empowering others to build opportunities, create livelihoods, and find success through jewelry.
Photo: Jhaena Jewels
As a way to honor five steady and successful years, the brand has so much more in store for everyone. Apart from hosting more Jewel Parties in other cities and forging more partnerships with celebrities and ambassadors, they are also committed to helping aspiring entrepreneurs and jewelry enthusiasts turn their passion into a sustainable source of income.
“I don’t want to make promises na mabobroken talaga because promises are made to be done. Kaya mas maganda na [It’s much better that] if it’s there, it’s there and it’s done already,” Sia-Foo remarked.
Beyond the bigger surprises to come, Sia-Foo reflected on the years she has had with the brand, sharing that her proudest moments with Jhaena Jewels lie in her team and how they were able to grow and uplift each other through jewelry.
“I’m most proud of the team that we have because this business is, like what I’ve said a while ago, an unexpected business… We started with one, but now ang dami na natin dito (there are so many of us here),” she reflected.
“This is a tribute to my mom and to my family, and to my team—that we were able to touch their hearts and be part of their goals in life, ‘yung nakikita namin na maging maganda rin ‘yung buhay nila like us (witnessing them build a good life for themselves, like we were able to),” she added.
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