The technology that makes KELA products unique was born out of frustration with the limited hair accessory options available and is now transforming the hair styling industry.
Australian medical research scientist and mother-of-three, Kelly Litterick is the Co-founder of KELA and inventor of KELA’s unique, patented, non-slip mechanism. Kelly was frustrated with the lack of quick and easy ways to hold braids and plaits or style her hair in a beautiful and creative way. It seemed there was nothing that looked great, stayed put and was affordable and simple to use, so Kelly tackled the problem herself, experimenting with putting regular jewellery in her hair. Through this process Kelly developed the idea for the unique non-slip mechanism and spent three years perfecting it for the commercial market and patenting her designs. From the creation of a single hair accessory that clips in, KELA has developed into a full range of hair accessories and jewellery including charms, chains, crowns, hair pins and pendants, enabling women to give their look a splash of glamour and feel confident their hair jewellery won’t damage their hair, is secure and won’t fall out. The KELA brand and its premiere collection was launched in 2017.
It didn’t take long for people to start to take notice. By the end of the first year some of the most prominent names in the global fashion and hair industry were working with and promoting KELA products and this has continued to grow and develop. Brand recognition through social media and influencer marketing and red-carpet looks has translated into steady KELA sales.
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2017 saw the launch of KELA, a revolutionary hair jewellery and accessory range. With a focus on starting local and then going global, by the end 2017 some of the most prominent names in the Australian fashion and hair industry were using and promoting KELA products. Highlights for 2017 included collaborating with Andrea Moore at NZ Fashion Week, signing up the first KELA ambassador, Renya Xydis who used KELA for her hair styles in the Wella Trend Vision awards in London, Valonz coming on board as the first salon stockist and Australian model Sophie Monk wearing KELA live on The Project Australia.
If 2017 was about establishing KELA in the Australian market, building brand awareness and engagement from the fashion and hair industry, 2018 was about taking it to the world with a surge in brands, hairstylists and celebrities reaching out to KELA for collaborations, product placements, press opportunities and event inclusions. Highlights for 2018 included a number of influencers and celebrities, like Nicole Sherzinger and Rochelle Humes, wearing KELA at American music festival Coachella, Kelly Rowland and Alicia Keys wearing KELA during their time as coaches on The Voice Australia and America, a number of celebrities wore KELA for Melbourne Fashion Week. The number of stylists becoming KELA ambassadors and partnerships with salons also increased and KELA signed up distributors in the UK, USA, Dubai and Russia. Point of sale materials for distributors and retailers was further developed and a KELA branded kiosk concept developed and tested.
If 2018 wasn’t exciting enough, 2019 brought KELA to a whole new high. As our brand awareness grew, more influential people and stylists wore KELA. The number of stylists becoming KELA ambassadors and partnerships with salons continued to increase and Dubai and Russian distributors signed up. In April KELA collaborated with hair industry great, Natalie Anne Hair to create the NA x KELA collection featuring one of a kind pieces, we also saw the launch of the Golden Hour Collection in September promoting unique KELA designed products. Highlights for 2019 included Jessie J wearing KELA on more than one occasion for her tour, Kelly Rowland wearing KELA again, Hilary Duff aka Lizzie McGuire styling KELA and Mel b aka Scary Spice wearing our NA x KELA Initial Pins. KELA was also seen on The Late Late Show worn by the one and only Alicia Keys prior to hosting the Grammys. Channel 10 styling used KELA for The Bachelor and Bachelorette.
In a sea of plastic clips and grips that slide and fall from your hair, KELA products stand apart for their ease of use, unique non-slip grip and durable precious metal plated brass alloy material.
KELA’s revolutionary technology is a game changer, combining two inner resilient silicon pads that stop the product from slipping and damaging hair and a one-action clasp mechanism that is not only easy to use but gives the user confidence their KELA hair jewellery will stay in place, no matter what life throws at them. KELA has protected its intellectual property with trademarks and patents filed in multiple countries.