KELY: How a Family Venture Became One of Sri Lanka’s Most Trusted Jewelry Names
Founded in 2010 by Mr. Anoosdeen, KELY has grown from a humble family venture into one of Sri Lanka’s most trusted names in premium gold plated jewelry.
Built on a legacy of quality and craftsmanship, the brand has become synonymous with elegance, durability, and timeless design. Like many businesses that begin as a small startup, its early years were about building trust one customer at a time.
A New Generation Takes Over
In 2015, Ahmed Shaajid, a young and ambitious entrepreneur, took the reins of the business and infused it with a modern vision.
Under his leadership, KELY expanded its product range and began importing high-end gold plated jewelry directly from Dubai. The brand also offers up to two years of warranty on its products — an unusual commitment in this category, and one that reflects confidence in the quality of the pieces.
The result is that customers in Sri Lanka have access to the latest international trends without compromising on quality.
Luxury as an Experience
For Ahmed Shaajid, the business is about more than the product itself.
“At KELY, we believe luxury is more than appearance, it’s about emotion, experience, and lasting value. Our goal is to make every customer feel truly special.”
That thinking shapes how the brand approaches its customers, from the bridal collections to everyday pieces.
Two Branches and Growing
KELY currently has two branches in Sri Lanka — one in Kurunegala and the other in Kandy.
From intricate bridal collections to everyday luxury pieces, each creation reflects KELY’s unwavering commitment to beauty and excellence. The range covers both special occasions and daily wear, which has helped the brand reach a wide group of customers.
Tradition Meets Innovation
Today, KELY stands as a shining example of how tradition and innovation can blend seamlessly. The craftsmanship and values came from the founding generation, while the international sourcing, expanded range, and modern outlook came from the one that followed.
With a strong reputation built over more than a decade, KELY continues to inspire confidence and sophistication in every piece it offers.
It is also a useful reminder for the wider startup Sri Lanka community that a business does not need to be new to keep innovating. Sometimes the strongest growth comes from a familiar name finding a fresh direction.
