About Kela Diamond
Kela Diamond is a jewellery brand born in Shanghai in 2007, among the first in China to build its business on diamond e-commerce. Its Chinese name plays on the pronunciation of "carat", and its declared positioning is to bring diamonds within reach of ordinary buyers: certified stones at direct-channel prices, without traditional jewellery retail margins.
Kela's model combines online sales at kela.cn with stores and experience centres in dozens of Chinese cities, an O2O scheme the company was among the first to apply to jewellery. The brand, which received investment from Tencent and is today a subsidiary of Gangtai Holding Group, was recognised by the JNA Awards as a leading online jewellery retailer in Asia, according to trade sources.
Its catalogue focuses on bridal and engagement jewellery: loose diamonds with dual certification (including Antwerp's HRD and GIA), custom diamond rings, couples' wedding bands and gold and platinum pieces set with diamonds. Kela states that it buys directly in the world's main diamond centres, and its proposition rests on personalisation: customers design their ring online and collect or try it in store.
Kela's model combines online sales at kela.cn with stores and experience centres in dozens of Chinese cities, an O2O scheme the company was among the first to apply to jewellery. The brand, which received investment from Tencent and is today a subsidiary of Gangtai Holding Group, was recognised by the JNA Awards as a leading online jewellery retailer in Asia, according to trade sources.
Its catalogue focuses on bridal and engagement jewellery: loose diamonds with dual certification (including Antwerp's HRD and GIA), custom diamond rings, couples' wedding bands and gold and platinum pieces set with diamonds. Kela states that it buys directly in the world's main diamond centres, and its proposition rests on personalisation: customers design their ring online and collect or try it in store.