Qeelin
Kering · China
Qeelin is a Chinese fine jewellery brand founded in 2004 by Dennis Chan and Guillaume Brochard, with Kering holding a majority stake since January 2013. It draws on Chinese mythology and symbolism and operated 139 stores worldwide as of 2024, according to Wikipedia.
| Founded | 2004 |
|---|---|
| Founders | Dennis Chan and Guillaume Brochard |
| Owner | Kering (majority stake since January 2013) |
| Headquarters | Hong Kong, China |
| Segment | Jewellery |
| Website | qeelin.com |
What is Qeelin?
Qeelin is a fine jewellery and accessories brand inspired by Chinese mythology and symbolism. It was founded in 2004 by Dennis Chan and Guillaume Brochard and is part of the Kering group, which acquired a majority stake in January 2013.
History
Qeelin's first collection, Wulu, drew attention after the actress Maggie Cheung wore it at the 2004 Cannes Film Festival. The brand opened its first store at the Palais-Royal in Paris in 2009. Wikipedia is inconsistent about where Qeelin was first launched, citing both Hong Kong and Paris in different sections, and gives Hong Kong as its base. Kering's acquisition, according to the same source, enabled faster store expansion and a first high jewellery collection.
Products and positioning
The brand is positioned as luxury fine jewellery, with designs drawing on Chinese symbols and mythology. Wikipedia names Dennis Chan as creative director since 2004 and Christophe Artaux as chief executive since 2015, but these roles were not independently confirmed for 2026 and should be checked before reuse.
Business model and distribution
Qeelin is built mainly around own stores. After opening in Taiwan (2009), Shanghai (2010), the United States (2015) and Thailand (2017), it reached 139 stores worldwide as of 2024, of which 66 were in China, according to Wikipedia.
Why it matters
Qeelin is among the few Chinese founded luxury jewellery brands to be backed by a European group. For trade readers it is an example of Kering using acquisition to build a presence in Asian luxury demand, with the brand's store count concentrated in China.
Frequently asked questions
Who owns Qeelin?
Kering owns a majority stake in Qeelin, acquired in January 2013. The brand was founded in 2004 by Dennis Chan and Guillaume Brochard.
Where is Qeelin from?
Qeelin is a Chinese jewellery brand based in Hong Kong. Its designs are inspired by Chinese mythology, and it opened its first store in Paris in 2009.