Qeelin
| Company type | Private |
|---|---|
| Industry | Luxury jewellery |
| Founded | 2004 in Hong Kong |
| Founder | Dennis Chan, Guillaume Brochard |
| Headquarters | Hong Kong , China |
Area served | Worldwide |
Key people | Christophe Artaux (CEO), Dennis Chan (Creative Director) |
| Products | Jewellery |
| Owner | Kering |
Number of employees | 50 (2013) |
| Website | www |
Qeelin is a luxury jewellery brand established in 2004 in Hong Kong by Dennis Chan and Guillaume Brochard. The brand’s creations are influenced by mystical and symbolic motifs deeply embedded in Chinese culture. Its name is inspired by the qilin (麒麟), a mythical chimera-like figure from Chinese mythology.
Based in Hong Kong, Qeelin operates under the ownership of the French luxury conglomerate Kering. Since 2015, Christophe Artaux has held the position of CEO, while Dennis Chan continues to lead as creative director.
Parisian Inception
The idea for a luxury label rooted in Chinese cultural heritage was conceived by designer Dennis Chan during his 1997 journey to the Dunhuang Caves along the historic Silk Road. He partnered with Guillaume Brochard to launch Qeelin in 2004 in Paris. The initial collection, Wulu, gained significant attention when actress Maggie Cheung showcased it at the 2004 Cannes Film Festival.
By 2009, Qeelin had established its first boutique in Paris, located within the prestigious Palais-Royal.
Kering’s Acquisition
In January 2013, the French luxury group Kering secured a majority shareholding in Qeelin, marking its inaugural investment in China. At that point, Qeelin employed 50 staff members and operated 14 stores internationally. This acquisition fueled rapid growth, with seven new boutiques opening within the first year alongside the launch of its premiere high jewellery collection. In 2015, Guillaume Brochard exited the company and Christophe Artaux was appointed CEO.
Key Milestones
- 2004: Brand debut in Paris.
- 2004: Actress Maggie Cheung drew global attention wearing Wulu at the 2004 Cannes Film Festival.
- 2009: Boutique inaugurated at Palais-Royal, Paris.
- 2013: Acquired by Kering.
- 2015: Expanded distribution into the U.S. market.
- 2018: Chinese actress Gulnazar named brand ambassador.
- 2019: Chinese actor Xiao Zhan appointed as ambassador.
- 2020: Chinese actress Liu Shishi became brand spokesperson; actor Chen Feiyu took on Millennial ambassador role.
- 2022: Chinese actor Liu Haoran joined as brand spokesperson.
- 2023: Korean singer and actress Im Yoon-ah became first South Korean spokesperson.
- 2023: Liu Shishi promoted to Global brand spokesperson.
- 2024: Chinese singer and actor Lay Zhang and Korean artist Im Yoon-ah appointed as Global brand spokespersons.
Designs
Qeelin’s inaugural collection, Wulu, offered a modern interpretation of the traditional Chinese gourd, known for its auspicious symbolism. Later collections have drawn from cultural icons such as pandas (Bo Bo), bells (Ling Long), goldfish (Qin Qin), and dogs (Wang Wang).
In 2009, the brand launched an exclusive jadeite jewellery line. The following year saw the release of Maggie's bangles, inspired by Maggie Cheung. The XiXi collection of 2012 paid homage to the Chinese Lion tradition. Collaborations include a limited-edition Bo Bo pendant created with visual artist Chen Man in 2016. In celebration of the Year of the Rooster in 2017, Qeelin introduced eight rooster-themed designs based on the Chinese zodiac.
Activities
Qeelin is a luxury jewellery brand from China that draws inspiration from ancient Chinese symbols and cultural motifs. It merges careful artisanal techniques with a philosophy that blends Eastern and Western influences, aiming to appeal to a global clientele. The company’s headquarters are located in Hong Kong SAR, and it operates under the ownership of the French luxury conglomerate Kering.
The brand inaugurated its first retail outlet in Taiwan in 2009, followed by an expansion into Shanghai in 2010. By mid-2014, Qeelin intended to increase its store count in mainland China to 24 within a two-year timeframe. In 2015, the company made its debut in the United States market through selected retail partners, initially targeting the Chinese community residing in North America.
Qeelin further broadened its footprint in Asia by launching a boutique in Thailand in 2017. To enhance its brand recognition across Greater China, the company appointed Chinese actress Gulnazar as its ambassador in 2018.
Retail stores
As of 2024, Qeelin maintains a network of 139 boutiques worldwide, with 66 located throughout China. Prominent store locations 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 and Holt Renfrew
- Calgary (Canada), Maison Birks
- New York (US), Carat & Co
- Bangkok (Thailand), Sette
CEOs
- 2004–2015: Guillaume Brochard
- Since 2015: Christophe Artaux
Creative directors
- Since 2004: Dennis Chan