Paris Jewellers co-owners Chau Lui and Trang Wong have debuted a fine jewelry brand, Celi, that they describe as an omnichannel retailer focused on affordable, modern design and celebrating milestones of all kinds.
Celi’s website went live today, and its first showroom is scheduled to open next Thursday, Nov. 14, on Queen Street in downtown Toronto. The new company is Lui and Wong’s first expansion beyond Paris Jewellers, which their mom, Thu Luong, founded in 1987 after immigrating from Vietnam to Canada.
“We have always believed in dreaming big, and opening a location in the heart of Toronto has always been a goal for our family,” Lui says. “Since day one, our goal has been to celebrate our customers’ moments through jewelry, so it was important for us to make this come to life with a space that was created for our customers to come in, shop, celebrate, and share their stories with us.
“Celi builds on the legacy of Paris Jewellers while embracing a new, elevated brand,” she says. “Paris Jewellers is known for quality, selection, and craftsmanship. Celi will place a strong emphasis on this with an experiential showroom that was intentionally created as a gathering space as well.”
To offer clients memorable experiences, Celi’s showroom includes a “celebration station” with champagne service, a bridal alcove for private engagement ring shopping, and, as of spring 2025, an outdoor space for special events.
“Celi was born out of the vision to create a refined, contemporary, and celebratory fine jewelry brand, with the belief that every moment is worth celebrating,” Lui says. “Our target customer is anyone who is interested in fine jewelry.
“Our brand was inspired to celebrate every moment of one’s journey in life through fine jewelry. Whether it be an anniversary, birthday, a working mom celebrating a promotion at work, a baby shower, or that just-because celebration, we want to be here for all of it.”
While the Celi store, with a pale-blue-and-gold color scheme, has its own look and feel, it will also have features connected to Paris’ founding family. “We wanted to be very intentional about sharing our story in our showroom. Throughout the space, you will find little touches that honor our family story and history,” Lui says.
“When my mom opened her first location, she didn’t speak English. So she bought a Vietnamese-English dictionary, and every time a customer would come in, she would pull it out, and that is how she would communicate with customers. We found a very unique way to honor this in our showroom and cannot wait for everyone to see it.”
Celi’s product selection online ranges from 14k gold studs at $65 to engagement rings with natural or lab-grown diamonds. The new brand is highlighted in digital advertising and plans in-store activations.
Lui says she and her sister will continue to build the Paris Jewellers brand as they establish Celi. A Paris location in Alberta is scheduled to open next spring.
“As a company, we are honored for the opportunity to grow and reach more customers,” says Lui.
Top: Celi, the new brand from the family that owns Canada’s Paris Jewellers, is set to open a Toronto showroom next week. (Photos courtesy of Paris Jewellers)
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