Qeelin Explained

Qeelin
Founder:	Dennis Chan Guillaume Brochard
Location:	Hong Kong SAR，China
Area Served:	Worldwide
Key People:	Dennis Chan (Creative Director) Christophe Artaux (CEO)
Products:	Jewellery and accessories
Parent:	Kering
Website:	Qeelin.com

Qeelin is a fine jewellery company established in 2004 in Hong Kong by Dennis Chan and Guillaume Brochard. The brand's products refer to mystical or superstitious symbols strongly embedded in Chinese culture. The name Qeelin comes from the qilin, (麒麟) a legendary hooved chimerical creature that appears in Chinese mythology.^[1]

The company is headquartered in Hong-Kong, and is owned by the French luxury group Kering.

History

Launch in Paris

The idea of creating a luxury brand strongly embedded in the Chinese culture came to the designer Dennis Chan while visiting the Dunhuang Caves along the Silk Road in 1997. He co-founded with Guillaume Brochard the luxury jewellery company Qeelin in 2004 in Paris.^{[2] [3]} Qeelin's first collection, the Wulu, became a hit after actress Maggie Cheung wore it at the 2004 Cannes Film Festival.^[4]

In 2009, Qeelin opened its first store in Paris, inside the Palais-Royal.^[5]

Acquisition by Kering

In January 2013, the French luxury group Kering acquired a majority stake in Qeelin, the group's first acquisition in China. By then, Qeelin had 50 employees and 14 stores worldwide.^{[6] [7]}

The acquisition enabled Qeelin to accelerate store openings (7 new stores in the first year), and to launch its first high jewelry collection.^{[8] [9]} In 2015, Guillaume Brochard left the company, and Christophe Artaux became the CEO of Qeelin.^[10]

Timeline

• 2004: Launch in Paris.
• 2004: Qeelin gained worldwide publicity when actress Maggie Cheung wore the Wulu during the 2004 Cannes Film Festival.
• 2009: Parisian store opened in Palais-Royal.
• 2013: Qeelin was acquired by Kering.
• 2015: Qeelin started distribution in the USA.
• 2018: Chinese actress Gulnazar became Qeelin's brand ambassador.
• 2019: Chinese Actor Xiao Zhan became brand ambassador.
• 2020: Chinese actress Liu Shishi became Qeelin's brand spokesperson.
• 2020: Chinese actor Chen Feiyu became Qeelin's Millennial ambassador.
• 2022: Chinese actor Liu Haoran became Qeelin's brand spokesperson.
• 2023: Korean singer and actress Im Yoon-ah was the first South Korean artist to become Qeelin's brand spokesperson.
• 2023: Chinese actress Liu Shishi became Qeelin's Global brand spokesperson.
• 2024: Chinese singer and actor Lay Zhang became Qeelin's Global brand spokesperson.

Designs

The company's first collection was the Wulu, which revisited the legendary Chinese gourd, an auspicious emblem in Chinese tradition. Often inspired by mythical or superstitious myths, Qeelin's following creations used the symbols of the panda (Bo Bo), bells (Ling Long), kissing goldfish (Qin Qin), and dogs (Wang Wang).^[11]

In 2009, Qeelin launched a line of rare jadeite jewels.^[12] In 2010, Qeelin launched Maggie's bangles, a set of bracelets initially worn by Maggie Cheung.^[13] In 2012, Qeelin launched the XiXi collection to celebrate the Lion in the Chinese culture.^[14] In 2016, Qeelin collaborated with Chinese visual artist Chen Man to design a limited edition of the Bo Bo pendant.^[15] In 2017, Qeelin released 8 rooster designs to celebrate the Year of the Rooster in the Chinese zodiac.^[16]

Retailing

Activities

Qeelin is a Chinese fine jewellery company whose products refer to mystical or superstitious symbols strongly embedded in the Chinese culture. Qeelin uses meticulous craftsmanship to create its China-inspired jewellery, and nurtures a «East meets West» philosophy to appeal to an international audience.^[17]

Qeelin opened its first store in Taiwan in 2009, and its first store in Shanghai in 2010.^[18] In June 2014, the company announced its intention to double in 2 years the number of Qeelin stores in China to 24.^[19]

In 2015, Qeelin started to retail its products in the USA through a handful of stores, initially to cater to the Chinese diaspora in North America.^{[20] [21]}

In 2017, Qeelin opened its first store in Thailand.^[22]

In 2018, Qeelin chose Chinese actress Gulnazar to become its new brand ambassador.^[23]

Retail stores

As of 2024 Qeelin operates 139 stores on the world and 66 in China.

Some of those stores include :

• Paris (France), Palais-Royal and Place Vendôme
• Hong Kong (China), The Peninsula Hotel
• Beijing (China), Wangfu Central
• Macau SAR (China), The Venetian Macao
• Toronto (Canada), Yorkdale shopping center, Holt Renfrew
• Calgary (Canada), Maison Birks
• New York (US), Carat & Co
• Bangkok (Thailand), Sette

Management

Qeelin is based in Hong Kong SAR and owned by the French luxury group Kering. Since 2004 co-founder Dennis Chan has been the creative director.

Its CEO in 2004-2015 was Guillaume Brochard. Since 2015 Christophe Artaux is the CEO.

See also

• Kering
• Qilin
• Chinese culture

External links

• Official website

Notes and References

1. Web site: Fred & Farid Shanghai made qilins real to promote a jewelry brand. Adhugger.net. 9 December 2013. Cristina Blanaru. 16 September 2018.
2. Web site: Dennis Chan: "Qeelin's jewel elicit emotions. Prestigeonline.com. 13 October 2016. Divia Harilela. 16 September 2018.
3. Web site: Q&A With Guillaume Brochard, CEO Of Chinese Luxury Jewelry Brand Qeelin. Forbes.com. 13 October 2014. Y-Jean Mun-Delsalle. 16 September 2018.
4. Web site: How Qeelin Thrives Where Other Chinese Luxury Brands Fail. Jingdaily.com. 22 May 2018. Ruonan Zheng. 16 September 2018.
5. Web site: Le joaillier Qeelin s’installe au Palais Royal. Fashionnetwork.com. 23 September 2009. Matthieu Guinebault. fr. 16 September 2018.
6. Web site: Gucci, Chanel, and ... Qeelin?. Fortune.com.com. 19 December 2013. Jennifer Reingold. 16 September 2018.
7. Web site: PPR buys jeweller Qeelin to expand in China. Reuters.com. 10 December 2012. 16 September 2018.
8. Web site: Dennis Chan, Creative Director and Chairman, Qeelin. Elitetraveler.com. 12 December 2013. 16 September 2018.
9. Web site: Qeelin Toasts High-Jewelry Line. Wwd.com. 1 July 2014. Joelle Diderich. 16 September 2018.
10. Web site: Kering says Christophe Artaux named Qeelin CEO. Reuters.com. 12 January 2015. 16 September 2018.
11. Web site: The Rise of Qeelin Jewellery. Hashtaglegend.com. 1 August 2017. Stephen Short. 16 September 2018.
12. Web site: Jade Jewelry Takes A Contemporary Turn. Jingdaily.com. 1 December 2009. 16 September 2018.
13. Web site: Les bracelets de Maggie Cheung chez Qeelin. Puretrend.com. 3 May 2010. Mélody Kandyoti. fr. 16 September 2018.
14. Web site: Jeweler Qeelin’s XiXi Collection Celebrates Traditional Lion Dance. Jingdaily.com. 6 September 2012. 16 September 2018.
15. Web site: Chinese photographer and artist redefines contemporary Eastern beauty. Scmp.com. 15 December 2016. Vivian Chen. 16 September 2018.
16. Web site: Trend to Watch: Wild and Wearable Animal Jewelry. Robbreport.com. 24 May 2017. Carolyn Meers. 16 September 2018.
17. Web site: 葫蘆形首飾打響名堂 Qeelin推入門版 網購$10,000搞掂. Edigest.hk. 14 June 2018. zh. 16 September 2018.
18. Web site: Qeelin Opens First Store In Shanghai. Jingdaily.com. 25 June 2010. 16 September 2018.
19. Web site: Qeelin expands in mainland China. Insideretail.asia. 18 June 2014. 16 September 2018.
20. Web site: Asian brands go west chasing holiday shoppers. Ft.com. 20 June 2016. Jenifer Thompson. 16 September 2018.
21. Web site: A Celebrated Hong Kong Jewelry Designer Debuts in the States. Robbreport.com. 10 April 2016. Jill Newman. 16 September 2018.
22. Web site: Poise, playfulness and oriental beauty. Nationmaultimedia.com. 30 November 2017. Kupluthai Pungkanon. 16 September 2018.
23. Web site: Chinese actress Guli Nazha is the new face for Qeelin's Wulu diamond collection. Scmp.com. 18 April 2018. Reggie Ho. 16 September 2018.