Helas is a niche jewelry brand from Melbourne, Australia, which is very popular with foreign celebrities and fashionistas. This brand started as a selection of top pearls, and later became a supplier of royal and high-end jewelry brands. Later, it also launched its own jewelry, probably because it started as a pearl, so many of its 18K necklaces are decorated with pearls.
Hellas
Australian company Helas. Shortlisted in the 2020 Hurun Global Pearl Enterprise Innovation Brand List. HELAS Hera originated from the jewelry design studio established in Australia by Carmen Zhong, the founder of 20 14. In order to better realize her jewelry ideal, Carmen officially founded the HELAS brand after returning to China in 20 17, and opened the Tmall flagship store in 20 19. Up to now, it has become the largest brand of Tmall seawater pearls.
As the output value of freshwater pearls in China accounts for 95% of the global market, most of them enter the eyes of consumers in China. The emergence of Hellas as a brand of seawater pearls has brought scarcity, and at the same time, it can inherit the positioning of "memory" as a jewelry brand, which is rare in the jewelry market that pursues fast fashion now.