Jewelry Brand Qeelin Wants To Expand Its Asian Market

　　 Qeelin Unlike ordinary luxury jewellery brands, it is small in scale and has only 10 years to start, and its headquarters are in Asia, not Europe. The brand in Hongkong combines the Chinese theme and French skills, selects rare gem materials, and is also creative. At present, there are 14 boutiques in China, with sales outlets in Europe, Singapore and Tokyo.

Although the brand has European blood and distribution channels, its focus is mainly on China. Asian market This is also one of the important reasons for the Kering group's acquisition of its large share.

"Although Qeelin is a relatively small brand, its development potential is enormous. We are looking at the potential of brand development instead of its existing size," said Alexis Babeau, director of operations of Kering group. "We are looking at the potential of brand development rather than its existing scale, such as Balenciaga and Bottega Veneta brand. Our acquisition is not large, but the state of development is very good now, and we have the same plan for Qeelin."

Next, the Qeelin brand will fully expand the Chinese market. In the future, 6-7 boutiques will be opened in China. Dennis Chan, the brand creative director, will adopt a strategy of gradual development, fully display the brand's design and exquisite design, so that more customers can see the good intentions behind the brand.

　　 Dennis Chan He started his career in London. He started as a product designer, and then gradually came into contact with engineering and architecture. His design included Millennium Clock Tower in Scotland, built in 2000. After that, he became interested in jewelry and watch design, and began to design in person.

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The essence of Chinese culture and art for the whole world is the common dream of jewelry designer Dennis Chan and the French business elite Guillaume Brod, who is also the founder of Qeelin. The two sought the integration of eastern and Western aesthetic spirit, blending traditional crafts with modern design elements, and created a remarkable jewellery brand Qeelin.

"Modern luxury jewelry design to capture the charm and quintessence of China's 5000 years of art and culture and show the best China to the world" has become Chen Ruilin's design philosophy. He usually uses the symbol of the rich representative as the soul of every high jewelry, making every Qeelin jewel incarnated as modern fashion amulet.

Qeelin is actually transliteration of "kylin" in Chinese. "Qi" and "Lin" represent men and women. In ancient Chinese legends, kylin is an auspicious mysterious creature. The choice of gourd as the first product of branding is known, Chen Ruilin said, which comes from its symbolic meaning. Gourd has always been regarded as a symbol of auspiciousness. It can bring luck and wealth. It is said that if you hoist the gourd before your house, you can pray for peace, and the shape is round, which will satisfy the aspirations of Chinese people to pursue perfection.