About Us

Exploring BELELA, Where Exquisite Meets Memory.

The story began with a dream—a dream to create jewelry that stands apart. Mats, the founder of BELELA, believed that jewelry is more than just an accessory; it's a vessel for the stories and moments that define us. Over the years, he has built valuable connections in the media and fashion industries. As an enthusiastic lover of jewelry art, he believes that every piece should tell a story, convey an emotion, and express individuality. With years of experience, he founded the brand Totwoo in 2015. Today, Totwoo has evolved into the world's first smart jewelry brand dedicated to emotional connection, offering a wide range of products from rings, bracelets, to pendants. Totwoo sells not just jewelry or smart features but love and connection.

We firmly believe that true art is personalized and is a process of perfectly combining emotion and design. Everyone's story is unique, so Mats hopes to show these stories through jewelry.

The personalized journey begins with choice. In 2024, Mats founded the fully customizable jewelry brand BALELA, dedicated to creating a unique jewelry experience for every customer. Our customizations range from photos, names, birthstones, and quotes to styles and shapes, allowing for combinations that make each piece truly one-of-a-kind. For example, a piece of jewelry with a birthstone, a photo, and a name can be engraved, and even a customized card.

We hope that BELELA jewelry can remain as timeless and fresh as your most beautiful memories, without fading, and even safe for children who are prone to allergies. Therefore, we use 925 sterling silver and food-grade 316L stainless steel as our main materials. Even in designs that require the use of silver and copper for expression, we focus on eco-friendly and philanthropic electroplating to make them more durable.

Every piece of BELELA is carefully crafted by skilled craftsmen, perfectly combining traditional craftsmanship with modern design to create jewelry that is both meaningful and fashionable. Each projection stone is carefully cultivated to ensure that each piece of jewelry can show the unique charm of the wearer.

We invite you to explore our world of personalized elegance, where every piece is as unique as the memories it carries. Join us at BELELA, where exquisite meets memory, and every day is an opportunity to celebrate the beauty of life's enduring moments.