Draped in Elegance: The Story of KLAD
Jewelry has always been more than an accessory. It’s the subtle spark that changes how you feel when you step out the door. That quiet confidence when your necklace catches the light, or the small smile when someone notices your earrings, it’s those moments that inspired the creation of KLAD.
A Spark that Started It All
KLAD began with a simple dream: to make everyday life feel more elegant. The brand’s founder, Josephine, loved sketching jewelry on magazine models, imagining how the right piece could completely transform a look. What started as handmade pieces sold in bazaars quickly grew into boutiques and mall branches, loved by people who wanted jewelry that felt timeless, affordable, and true to their style.
Today, KLAD is found in over 77 SM branches nationwide and online, but the heart of the brand remains the same: creating jewelry that feels personal and unforgettable.
Why KLAD Stands Out
The name KLAD means “to be clothed in.” But it’s not just about what you wear, it’s about how it makes you feel. Every piece is designed to be:
- Classic: Timeless styles you’ll keep reaching for
- Effortless: Jewelry that goes from casual mornings to evening events
- Lasting: Pieces built to stand the test of time
- Accessible: Because elegance should never feel out of reach
Milestones That Shaped Us
- 1986: Handmade jewelry hits department store shelves and sells out instantly
- 1988: Personalized designs make a mark at bazaars
- 1991: First boutique opens at Ali Mall, building a loyal community
- 1996: Expansion begins with SM, bringing KLAD closer to more people
- 1999: KLAD officially becomes part of SM’s jewelry selection
- 2019: Over 70 SM branches showcase KLAD’s timeless pieces
Jewelry That Moves With You
Life doesn’t pause, and neither should your style. That’s why KLAD designs jewelry that moves with you, whether it’s for your everyday look, a weekend brunch, or a special night out.
- Fresh drops to keep your style exciting
- Best sellers that become your go-to favorites
- Staple classics that never go out of style
- Pieces to collect and treasure for years
The KLAD Promise
KLAD believes it only takes one accessory to change how you feel. That’s why each piece is made with the perfect balance of design, quality, and affordability, so you can own jewelry that makes you feel confident, empowered, and effortlessly elegant.
Your Everyday Elegance
Owning a piece of KLAD isn’t just about jewelry, it’s about carrying a touch of elegance into your everyday. Whether it’s a simple ring that becomes part of your daily ritual or a statement piece you save for milestones, KLAD is there to make every moment feel special.
True elegance isn’t reserved for occasions. It’s something you can wear, anytime, anywhere.