Qeelin

{{Short description|Hong Kong-based fine jewellery company}} {{Infobox company | name = Qeelin | logo = Qeelin_logo_W.jpg | type = | genre = | foundation = {{Start date|2004}} | founder = Dennis Chan Guillaume Brochard | location = Hong Kong SAR, China | area_served = Worldwide | key_people = Dennis Chan (Creative Director) Christophe Artaux (CEO) | industry = | products = Jewellery and accessories | services = | market cap = | revenue = | operating_income = | net_income = | assets = | equity = | owner = | num_employees = | parent = Kering | divisions = | subsid = | intl = | website = [https://qeelin.com/ 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.<ref>{{cite web|url=http://www.adhugger.net/2013/12/09/fred-farid-shanghai-made-qilins-real-promote-jewelry-brand|title=Fred & Farid Shanghai made qilins real to promote a jewelry brand|website=Adhugger.net|date=9 December 2013|author=Cristina Blanaru|access-date=16 September 2018}}</ref>

The company is headquartered in Hong-Kong, and is owned by the French luxury group Kering. Christophe Artaux has been CEO since 2015,<ref name=":0" /> and Dennis Chan creative director since 2004.<ref name=":1" />

== 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.<ref name=":1">{{cite web|url=http://prestigeonline.com/hk/jewellery/interviews/dennis-chan-qeelins-jewels-elicit-emotion/|title=Dennis Chan: "Qeelin's jewel elicit emotions|website=Prestigeonline.com|date=13 October 2016|author=Divia Harilela|access-date=16 September 2018}}{{Dead link|date=August 2025 |bot=InternetArchiveBot |fix-attempted=yes }}</ref><ref>{{cite web|url=https://www.forbes.com/sites/yjeanmundelsalle/2014/10/13/qa-with-guillaume-brochard-ceo-of-chinese-luxury-jewelry-brand-qeelin/|title=Q&A With Guillaume Brochard, CEO Of Chinese Luxury Jewelry Brand Qeelin|website=Forbes.com|date=13 October 2014|author=Y-Jean Mun-Delsalle|access-date=16 September 2018}}</ref> Qeelin's first collection, the ''Wulu'', became a hit after actress Maggie Cheung wore it at the 2004 Cannes Film Festival.<ref>{{cite web|url=https://jingdaily.com/chinese-luxury-label-qeelin/|title=How Qeelin Thrives Where Other Chinese Luxury Brands Fail|website=Jingdaily.com|date=22 May 2018|author=Ruonan Zheng|access-date=16 September 2018|archive-date=16 September 2018|archive-url=https://web.archive.org/web/20180916130316/https://jingdaily.com/chinese-luxury-label-qeelin/|url-status=dead}}</ref>

In 2009, Qeelin opened its first store in Paris, inside the Palais-Royal.<ref>{{cite web|url=http://fr.fashionnetwork.com/news/Le-joaillier-Qeelin-s-installe-au-Palais-Royal,18220.html|title=Le joaillier Qeelin s'installe au Palais Royal|website=Fashionnetwork.com|date=23 September 2009|author=Matthieu Guinebault|language=fr|access-date=16 September 2018}}</ref>

=== 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.<ref>{{cite web|url=http://fortune.com/2013/12/19/gucci-chanel-and-qeelin/|title=Gucci, Chanel, and ... Qeelin?|website=Fortune.com.com|date=19 December 2013|author=Jennifer Reingold|access-date=16 September 2018}}</ref><ref>{{cite web|url=https://www.reuters.com/article/ppr-china-idUSL5E8NA79N20121210|title=PPR buys jeweller Qeelin to expand in China|website=Reuters.com|date=10 December 2012|access-date=16 September 2018}}</ref>

The acquisition enabled Qeelin to accelerate store openings (7 new stores in the first year), and to launch its first high jewelry collection.<ref>{{cite web|url=https://www.elitetraveler.com/shopping-lifestyle/dennis-chan-creative-director-and-chairman-qeelin|title=Dennis Chan, Creative Director and Chairman, Qeelin|website=Elitetraveler.com|date=12 December 2013|access-date=16 September 2018}}</ref><ref>{{cite web|url=https://wwd.com/fashion-news/fashion-scoops/qeelin-toasts-high-jewelry-line-7778432/|title=Qeelin Toasts High-Jewelry Line|website=Wwd.com|date=1 July 2014|author=Joelle Diderich|access-date=16 September 2018}}</ref> In 2015, Guillaume Brochard left the company, and Christophe Artaux became the CEO of Qeelin.<ref name=":0">{{cite web|url=https://www.reuters.com/article/kering-qeelin-idUSFWN0UR00Y20150112|title=Kering says Christophe Artaux named Qeelin CEO|website=Reuters.com|date=12 January 2015|access-date=16 September 2018}}</ref>

=== 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. * 2024: Korean singer and actress Im Yoon-ah was the first South Korean artist to become 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'').<ref>{{cite web|url=http://hashtaglegend.com/post/qeelin-jewellery-diamonds-celebrity-fashion|title=The Rise of Qeelin Jewellery|website=Hashtaglegend.com|date=1 August 2017|author=Stephen Short|access-date=16 September 2018}}</ref>

In 2009, Qeelin launched a line of rare jadeite jewels.<ref>{{cite web|url=https://jingdaily.com/jade-jewelry-takes-a-contemporary-turn/|title=Jade Jewelry Takes A Contemporary Turn|website=Jingdaily.com|date=1 December 2009|access-date=16 September 2018|archive-date=16 September 2018|archive-url=https://web.archive.org/web/20180916130240/https://jingdaily.com/jade-jewelry-takes-a-contemporary-turn/|url-status=dead}}</ref> In 2010, Qeelin launched ''Maggie's bangles'', a set of bracelets initially worn by Maggie Cheung.<ref>{{cite web|url=http://www.puretrend.com/article/les-bracelets-de-maggie-cheung-chez-qeelin_a42651/1|title=Les bracelets de Maggie Cheung chez Qeelin|website=Puretrend.com|date=3 May 2010|author=Mélody Kandyoti|language=fr|access-date=16 September 2018}}</ref> In 2012, Qeelin launched the ''XiXi'' collection to celebrate the Lion in the Chinese culture.<ref>{{cite web|url=https://jingdaily.com/jeweler-qeelins-xixi-collection-celebrates-traditional-lion-dance|title=Jeweler Qeelin's XiXi Collection Celebrates Traditional Lion Dance|website=Jingdaily.com|date=6 September 2012|access-date=16 September 2018|archive-date=16 September 2018|archive-url=https://web.archive.org/web/20180916202552/https://jingdaily.com/jeweler-qeelins-xixi-collection-celebrates-traditional-lion-dance/|url-status=dead}}</ref> In 2016, Qeelin collaborated with Chinese visual artist Chen Man to design a limited edition of the ''Bo Bo'' pendant.<ref>{{cite web|url=https://www.scmp.com/magazines/style/people-events/article/2054785/chinese-photographer-and-artist-chen-man-redefines|title=Chinese photographer and artist redefines contemporary Eastern beauty|website=Scmp.com|date=15 December 2016|author=Vivian Chen|access-date=16 September 2018}}</ref> In 2017, Qeelin released 8 rooster designs to celebrate the Year of the Rooster in the Chinese zodiac.<ref>{{cite web|url=https://robbreport.com/style/jewelry/trend-to-watch-wild-wearable-animal-jewelry-2714037/|title=Trend to Watch: Wild and Wearable Animal Jewelry|website=Robbreport.com|date=24 May 2017|author=Carolyn Meers|access-date=16 September 2018}}</ref>

== Retailing == === Activities === [[File:Qeelin-PalarisRoyal.jpg|thumb|Qeelin Boutique in the Palais-Royal in Paris.]] 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.<ref>{{cite web|url=https://www.edigest.hk/%E5%89%B5%E6%A5%AD/%E9%A6%96%E9%A3%BE-qeelin%E7%B6%B2%E8%B3%BC/11/|title=葫蘆形首飾打響名堂 Qeelin推入門版網購$10,000搞掂|website=Edigest.hk|date=14 June 2018|language=zh|access-date=16 September 2018}}</ref> Qeelin is based in Hong Kong SAR and owned by the French luxury group Kering.

Qeelin opened its first store in Taiwan in 2009, and its first store in Shanghai in 2010.<ref>{{cite web|url=https://jingdaily.com/qeelin-opens-first-store-in-shanghai/|title=Qeelin Opens First Store In Shanghai|website=Jingdaily.com|date=25 June 2010|access-date=16 September 2018|archive-date=16 September 2018|archive-url=https://web.archive.org/web/20180916164108/https://jingdaily.com/qeelin-opens-first-store-in-shanghai/|url-status=dead}}</ref> In June 2014, the company announced its intention to double in 2 years the number of Qeelin stores in China to 24.<ref>{{cite web|url=https://insideretail.asia/2014/06/18/qeelin-expands-mainland-china/|title=Qeelin expands in mainland China|website=Insideretail.asia|date=18 June 2014|access-date=16 September 2018|archive-date=16 September 2018|archive-url=https://web.archive.org/web/20180916165557/https://insideretail.asia/2014/06/18/qeelin-expands-mainland-china/|url-status=dead}}</ref>

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.<ref>{{cite web|url=https://www.ft.com/content/1ae8dade-0245-11e6-99cb-83242733f755|title=Asian brands go west chasing holiday shoppers|website=Ft.com|date=20 June 2016|author=Jenifer Thompson|access-date=16 September 2018}}</ref><ref>{{cite web|url=https://robbreport.com/style/jewelry/celebrated-hong-kong-jewelry-designer-debuts-states-231258/|title=A Celebrated Hong Kong Jewelry Designer Debuts in the States|website=Robbreport.com|date=10 April 2016|author=Jill Newman|access-date=16 September 2018}}</ref>

In 2017, Qeelin opened its first store in Thailand.<ref>{{cite web|url=https://www.nationthailand.com/detail/fashion/30332822|title=Poise, playfulness and oriental beauty|website=Nationmaultimedia.com|date=30 November 2017|author=Kupluthai Pungkanon|access-date=16 September 2018}}</ref>

In 2018, Qeelin chose Chinese actress Gulnazar to become its new brand ambassador.<ref>{{cite web|url=https://www.scmp.com/magazines/style/news-trends/article/2142267/qeelin-looks-chinese-actress-guli-nazha-face-new-wulu|title=Chinese actress Guli Nazha is the new face for Qeelin's Wulu diamond collection|website=Scmp.com|date=18 April 2018|author=Reggie Ho|access-date=16 September 2018}}</ref>

=== 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

== Governance ==

=== CEOs ===

* 2004-2015: Guillaume Brochard * Since 2015 Christophe Artaux<ref name=":0" />

=== Creative directors ===

* Since 2004: Dennis Chan<ref name=":1" />

== See also == * Kering * Qilin * Chinese culture

== References == {{Reflist}}

== External links == * [https://qeelin.com/ Official website]

Category:Jewellery companies of China Category:Jewellery companies of France Category:Chinese companies established in 2004 Category:Hong Kong brands Category:Kering brands