Qeelin
Qeelin is a Hong Kong-based fine-jewellery brand that combines Chinese cultural symbolism with contemporary luxury design.
Last updated August 31, 2026
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Overview
Qeelin is a fine-jewellery brand established in 2004 by designer Dennis Chan and luxury-industry executive Guillaume Brochard. The company is headquartered in Hong Kong and is owned by Kering, the French luxury group. Its name refers to the qilin, a benevolent legendary creature in Chinese mythology, and its identity is built around the use of auspicious, folkloric and culturally resonant Chinese symbols in modern jewellery. The concept behind Qeelin emerged from Chan's interest in Chinese heritage and visual culture. A visit to the Dunhuang Caves along the Silk Road in 1997 helped inspire the idea of an internationally oriented luxury label rooted in Chinese traditions. Qeelin was subsequently launched in Paris in 2004, presenting Chinese-inspired jewellery through a contemporary Western luxury framework. This East-meets-West approach became central to the brand's positioning: rather than treating Chinese motifs as occasional decoration, Qeelin made them the foundation of its design language. The brand's first major collection, Wulu, reinterpreted the traditional Chinese gourd as a jewellery motif. The gourd is associated with good fortune, protection and abundance in Chinese culture. Wulu received substantial international attention after actress Maggie Cheung wore a piece from the collection at the 2004 Cannes Film Festival. This visibility helped establish Qeelin as a young luxury brand with a distinctive cultural point of view. In 2009, Qeelin opened its first Paris boutique at the Palais-Royal and also introduced a collection of rare jadeite jewellery. The company later expanded its retail presence in Greater China and other international markets, including the opening of a Shanghai store in 2010 and a Taiwan store in 2009. Kering acquired a majority stake in Qeelin in January 2013, making it the group's first acquisition in China. At the time, the company had approximately 50 employees and 14 stores worldwide. Kering's investment supported faster retail expansion, including new store openings and the development of Qeelin's first high-jewellery collection. Guillaume Brochard left the company in 2015, and Christophe Artaux became chief executive. Dennis Chan has remained associated with the brand as creative director since its foundation. Qeelin's product universe has expanded beyond Wulu to include recurring motifs such as the panda, represented by Bo Bo; bells, represented by Ling Long; paired goldfish in Qin Qin; dog imagery in Wang Wang; and lion symbolism in XiXi. The brand has also produced jadeite jewellery, bangles associated with Maggie Cheung, limited-edition collaborations and zodiac-themed designs. These collections use precious metals and gemstones while translating familiar Chinese symbols into wearable forms intended for both Chinese and international consumers. The brand has pursued recognition through celebrity relationships and international retail. Its ambassadors and spokespersons have included Gulnazar, Xiao Zhan, Liu Shishi, Chen Feiyu, Liu Haoran, Im Yoon-ah and Lay Zhang at different points. Qeelin's distribution has included boutiques and selected retail locations in Europe, North America and Asia. Reference material states that in 2024 the brand operated 139 stores globally, including 66 in China, although a detailed current store count should be verified against an official corporate source. Today, Qeelin remains positioned as a Chinese-rooted luxury jewellery house within Kering's portfolio. Its differentiation comes from combining fine-jewellery craftsmanship with symbols linked to Chinese mythology, folklore, auspicious beliefs and the zodiac. The brand's international strategy seeks to make those references legible and desirable beyond the Chinese market without removing their cultural identity.
History
Qeelin's origins lie in designer Dennis Chan's interest in creating a luxury jewellery house grounded in Chinese culture. According to the brand's historical account, Chan's visit to the Dunhuang Caves along the Silk Road in 1997 helped shape the idea of translating Chinese heritage into an internationally recognizable luxury language. Chan later partnered with Guillaume Brochard, and the two established Qeelin in 2004, launching the company in Paris rather than limiting it to a domestic Chinese market. The name Qeelin is derived from qilin, a legendary creature in Chinese mythology associated with benevolence and auspiciousness. From the outset, the brand used symbols that carry cultural or superstitious meaning in China. Its inaugural Wulu collection transformed the traditional gourd into a precious-jewellery design. The gourd is commonly connected with prosperity, protection and good fortune. Wulu gained international attention when actress Maggie Cheung wore the collection at the 2004 Cannes Film Festival, giving the young company early visibility in both fashion and entertainment circles. Qeelin continued to establish a physical presence in Europe and Asia. It opened its first Paris store at the Palais-Royal in 2009, the same year it introduced a line of rare jadeite jewellery. The company opened a store in Taiwan in 2009 and expanded into Shanghai in 2010. These steps reflected a dual strategy: maintaining an international luxury profile while building a strong presence in Greater China, where the brand's cultural references were most immediately understood. A major structural change occurred in January 2013, when Kering acquired a majority stake in Qeelin. This was Kering's first acquisition in China. At the time of the transaction, Qeelin reportedly had about 50 employees and 14 stores worldwide. Under Kering ownership, the brand accelerated store openings, adding seven stores during the first year after the acquisition according to the reference material, and developed its first high-jewellery collection. The investment also gave Qeelin access to the infrastructure and international expertise of a major luxury group while allowing it to retain its distinctive Chinese design identity. Leadership changed in 2015 when Guillaume Brochard left the company and Christophe Artaux became CEO. Dennis Chan has continued as creative director from the brand's foundation, providing continuity for Qeelin's visual language. The company also expanded distribution in the United States in 2015 through a limited number of retail locations, initially with an emphasis on Chinese diaspora consumers. It opened its first Thailand store in 2017, adding another Southeast Asian market to its network. Product development broadened the original Wulu concept into a family of recognizable collections. Bo Bo uses panda imagery, Ling Long draws on bells, Qin Qin depicts paired goldfish, and Wang Wang uses dogs. XiXi, introduced in 2012, references the lion in Chinese culture. The company also created Maggie's Bangles, inspired by bracelets worn by Maggie Cheung, collaborated with visual artist Chen Man on a limited Bo Bo pendant in 2016, and issued eight rooster designs in 2017 for the Year of the Rooster. These launches demonstrate Qeelin's practice of turning familiar cultural signs, animals and zodiac references into recurring commercial design platforms. Celebrity appointments became an important part of the brand's communications strategy. Qeelin worked with Chinese entertainers including Gulnazar, Xiao Zhan, Liu Shishi, Chen Feiyu and Liu Haoran. It later broadened its regional and global profile through Korean artist Im Yoon-ah and Chinese artist Lay Zhang. Liu Shishi and Im Yoon-ah were subsequently described as global brand spokespersons, reflecting the company's effort to move from a primarily China-focused identity toward wider international recognition. Reference material states that Qeelin operated 139 stores worldwide in 2024, including 66 in China. Listed locations include Paris, Hong Kong, Beijing, Macau, Toronto, Calgary, New York and Bangkok. Because the store count and individual distribution arrangements can change, these figures should be checked against current official company information. Qeelin's continuing identity is that of a Chinese-rooted fine-jewellery house within Kering, using precious materials and luxury craftsmanship to express myths, auspicious symbols and cultural memories for customers in China and abroad.
- 2017
Thailand market entry
[1]Qeelin opened its first store in Thailand.
- 2017
Year of the Rooster designs released
[1]The brand released eight rooster-themed designs for the Chinese zodiac year.
- 2016
Bo Bo collaboration with Chen Man
[1]Qeelin collaborated with Chinese visual artist Chen Man on a limited-edition Bo Bo pendant.
- 2015
Christophe Artaux became CEO
[1]Christophe Artaux succeeded Guillaume Brochard as chief executive.
- 2015
United States distribution began
[1]Qeelin began retailing in the United States through a limited group of stores.
- 2013
Kering acquired a majority stake
[1]Kering acquired majority ownership of Qeelin, its first acquisition in China.
- 2012
XiXi collection introduced
[1]Qeelin launched XiXi, a collection inspired by lion symbolism in Chinese culture.
- 2010
Shanghai retail expansion
[1]Qeelin opened its first Shanghai store.
- 2009
First Paris boutique opened
[1]Qeelin opened its first store at the Palais-Royal in Paris.
- 2009
Rare jadeite jewellery line launched
[1]The company introduced a line dedicated to rare jadeite jewellery.
Products and positioning
A Chinese-rooted international luxury jewellery brand using auspicious, mythological and folkloric symbols in contemporary fine-jewellery designs. Qeelin presents itself through an East-meets-West approach, pairing Chinese cultural references with luxury craftsmanship and global retail.
Fine jewellery collection · 2004
Wulu
Qeelin's inaugural and signature collection reinterprets the Chinese gourd as a contemporary luxury-jewellery motif. The gourd is associated with auspiciousness, protection, prosperity and abundance in Chinese tradition. Wulu established the brand's central design method: taking a culturally familiar symbol and translating it into precious-metal and gemstone jewellery for an international luxury audience. The collection gained early public visibility when Maggie Cheung wore it at the 2004 Cannes Film Festival.
Fine jewellery collection
Bo Bo
Bo Bo is Qeelin's panda-inspired jewellery family. The panda is an immediately recognizable Chinese cultural and natural symbol, and the collection turns its rounded, playful form into pendants and other fine-jewellery pieces. Bo Bo has also served as a platform for limited editions, including a 2016 collaboration with Chinese visual artist Chen Man. Its accessible animal imagery gives Qeelin a more playful expression alongside its traditional auspicious motifs.
Fine jewellery collection
Ling Long
Ling Long is inspired by bells, a motif associated with sound, movement and traditional decorative culture. Qeelin incorporates the bell form into polished jewellery designs, applying the brand's fine-craft approach to a symbol that can read as both ornamental and culturally specific. The collection broadens Qeelin's design vocabulary beyond the gourd and animal motifs while retaining the house's interest in meaningful Chinese references.
Fine jewellery collection
Qin Qin
Qin Qin uses the image of two kissing goldfish as its central design idea. Goldfish are associated with abundance and good fortune in Chinese visual culture, while the paired composition gives the jewellery a romantic and playful character. The collection demonstrates Qeelin's practice of combining auspicious symbolism with emotionally expressive forms, making a culturally recognizable subject suitable for contemporary pendants and other fine-jewellery pieces.
Fine jewellery collection
Wang Wang
Wang Wang is a dog-inspired Qeelin jewellery collection. Its subject is drawn from an everyday animal familiar to consumers across markets, but it is treated through the brand's stylized, precious-jewellery language. The collection adds warmth and personality to Qeelin's portfolio and illustrates how the house can use animal imagery to create recognizable character pieces while maintaining a connection to Chinese cultural storytelling.
Fine jewellery collection · 2012
XiXi
Introduced in 2012, XiXi draws on lion symbolism in Chinese culture. The lion has associations with strength, protection and ceremonial guardianship, giving the collection a more powerful visual character than Qeelin's playful animal designs. XiXi extends the company's use of culturally embedded symbols into a statement-oriented jewellery line and reinforces the brand's broader approach of presenting Chinese references through refined contemporary forms.
Bangles · 2010
Maggie's Bangles
Maggie's Bangles are a set of bracelets associated with actress Maggie Cheung, who helped bring Qeelin early attention through her public appearance in Wulu jewellery. The line links a recognizable celebrity association with Qeelin's fine-jewellery craftsmanship. Rather than relying solely on a symbolic animal or mythological motif, the collection uses personal style and cultural visibility as part of its product narrative.
Jadeite jewellery · 2009
Rare Jadeite Jewellery
Qeelin introduced a line of rare jadeite jewellery in 2009. Jadeite has a long-standing place in Chinese adornment and collecting, making the material particularly relevant to Qeelin's Chinese cultural positioning. The line allowed the brand to work with a heritage gemstone alongside diamonds and precious metals, and it represented an expansion from symbolic motif collections into more material-focused fine jewellery.
Marketing campaigns
- 2024Lay Zhang Global spokesperson appointment
Global
Chinese singer and actor Lay Zhang became a Qeelin Global brand spokesperson.
Outcome. The appointment added a prominent Chinese music and entertainment figure to Qeelin's international communications.
- 2024Im Yoon-ah Global spokesperson appointment
Global
Im Yoon-ah's role expanded to Qeelin Global brand spokesperson.
Outcome. The expanded appointment strengthened Qeelin's pan-Asian and global celebrity positioning.
- 2023Im Yoon-ah South Korean spokesperson appointment
South Korea · Asia
Korean singer and actress Im Yoon-ah became the first South Korean artist appointed as a Qeelin brand spokesperson.
Outcome. The appointment marked a broader Asian outreach strategy beyond mainland China.
- 2023Liu Shishi Global spokesperson appointment
Global
Liu Shishi's role expanded to Qeelin Global brand spokesperson.
Outcome. The expanded role reflected the brand's effort to communicate its Chinese-rooted identity internationally.
- 2022Liu Haoran spokesperson programme
China
Chinese actor Liu Haoran became a Qeelin brand spokesperson.
Outcome. The appointment continued Qeelin's use of prominent Chinese entertainment figures in brand communication.
- 2020Liu Shishi and Chen Feiyu appointments
China
Qeelin appointed actress Liu Shishi as a brand spokesperson and actor Chen Feiyu as its Millennial ambassador.
Outcome. The appointments combined established celebrity positioning with an effort to reach younger luxury consumers.
- 2019Xiao Zhan brand ambassador programme
China
Chinese actor Xiao Zhan joined Qeelin as a brand ambassador.
Outcome. The partnership connected the jewellery brand with a large contemporary Chinese entertainment audience.
- 2018Gulnazar brand ambassador programme
China
Chinese actress Gulnazar became a Qeelin brand ambassador.
Outcome. The appointment strengthened Qeelin's visibility in the Chinese fashion and entertainment market.
- 2016Chen Man x Bo Bo
China · International
Qeelin worked with Chinese visual artist Chen Man on a limited-edition Bo Bo pendant.
Outcome. The collaboration extended the panda collection into an artist-led limited edition.
- 2004Maggie Cheung and Wulu at Cannes
International
Actress Maggie Cheung wore Qeelin's Wulu jewellery at the 2004 Cannes Film Festival, giving the newly launched brand high-profile international exposure.
Outcome. The appearance helped establish Wulu as Qeelin's breakthrough collection and increased awareness of the young brand.
Brand decisions
2017
Qeelin released Year of the Rooster designsProduct launchBackground
Qeelin regularly draws on Chinese cultural symbols and the zodiac for seasonal and commemorative design initiatives.
Action taken
The company introduced eight rooster-themed jewellery designs for the Year of the Rooster.
Aftermath
The collection extended the brand's zodiac-related product storytelling.
2016
Qeelin launched a Chen Man limited-edition Bo Bo pendantProduct launchBackground
Bo Bo was one of Qeelin's recognizable animal-motif collections and provided a platform for creative collaborations.
Action taken
Qeelin collaborated with Chinese visual artist Chen Man on a limited-edition panda-themed pendant.
Aftermath
The launch connected Qeelin's jewellery design with contemporary Chinese visual art.
2015
Qeelin expanded into United States retailStrategyBackground
The company sought to extend its international distribution while initially focusing on consumers in the Chinese diaspora.
Action taken
Qeelin began selling through a limited number of United States stores.
Aftermath
The move broadened the brand's direct international reach beyond Europe and Asia.
2014
Qeelin planned to double its China store countStrategyBackground
Following Kering's investment, Qeelin sought to expand its presence in its core Chinese market.
Action taken
The company announced an intention to double its number of stores in China to 24 within two years.
Aftermath
The announcement formed part of a broader retail acceleration programme under Kering ownership.
2013
Kering acquired a majority stake in QeelinM&ABackground
Qeelin had developed an internationally oriented luxury-jewellery identity rooted in Chinese cultural symbols. By the time of the transaction, it reportedly had approximately 50 employees and 14 stores worldwide.
Action taken
Kering acquired majority ownership, making Qeelin the group's first acquisition in China.
Aftermath
The deal supported accelerated retail expansion and the launch of Qeelin's first high-jewellery collection.
Recent events
- 2024
Lay Zhang became Qeelin Global brand spokesperson[1]
Campaign
Chinese singer and actor Lay Zhang joined Qeelin as a global brand spokesperson.
- 2024
Im Yoon-ah became a Qeelin Global brand spokesperson[1]
Campaign · Leadership change
Im Yoon-ah's role was expanded from South Korean spokesperson to global brand spokesperson.
- 2023
Im Yoon-ah became Qeelin's first South Korean artist spokesperson[1]
Campaign
Korean singer and actress Im Yoon-ah became the first South Korean artist appointed as a Qeelin brand spokesperson.
- 2023
Liu Shishi became Qeelin Global brand spokesperson[1]
Campaign · Leadership change
Liu Shishi's relationship with Qeelin expanded to a global brand spokesperson role.
- 2022
Liu Haoran became a Qeelin brand spokesperson[1]
Campaign
Chinese actor Liu Haoran was named a Qeelin brand spokesperson.
- 2020
Liu Shishi became a Qeelin brand spokesperson[1]
Campaign
Chinese actress Liu Shishi was appointed a Qeelin brand spokesperson.
- 2020
Chen Feiyu became Qeelin's Millennial ambassador[1]
Campaign
Chinese actor Chen Feiyu joined Qeelin in a role aimed at younger luxury consumers.
- 2019
Xiao Zhan became a Qeelin brand ambassador[1]
Campaign
Chinese actor Xiao Zhan joined the brand's ambassador roster.
- 2018
Gulnazar became a Qeelin brand ambassador[1]
Campaign
Chinese actress Gulnazar was selected as a Qeelin brand ambassador.
- 2015
Christophe Artaux became Qeelin CEO[1]
Leadership change
Christophe Artaux succeeded Guillaume Brochard as chief executive after Brochard left the company.
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