JNA Sep/ Oct 2021

品牌 JNA Sep/Oct 2021 | 31 R enowned Hong Kong actress Maggie Cheung stunned the jewellery and fashion world when she walked the 2004 Cannes Film Festival red carpet wearing a single dangling earring. It was fresh and brave – a testament to the ever-changing landscape of jewellery design and style. After 17 years, Qeelin – the brand behind that diamond-studded earring – is still making waves in the fine jewellery universe with its edgy, whimsical and revolutionary take on design and manufacturing. According to Dennis Chan, founder and creative director of Qeelin, many of the company’s offerings are sold individually and not paired. The designs also adhere to a universal philosophy, one that infuses China’s rich heritage and history with a more contemporary, youthful allure. Timeless and timely Established in 2004, the company has always strived for balance and harmony as the foundations of its collections. Chinese beliefs and philosophy play a crucial role in design conceptualisation so most of Qeelin’s pieces are considered emblematic. Its iconic collection, Wulu, presents the mythical powers of hulu – a Chinese gourd – as a symbol of hope and positivity. Wulu is traditionally associated with health and success while its figure 8 shape invites wealth in Chinese culture. Its appeal is anchored in its elegant simplicity, interpreted in diamond-inlaid sinuous lines. The infamous Cannes red carpet earring was a Wulu piece. Since its debut, the collection has been reinvented many times to produce fresh, inspiring and equally exceptional iterations with the easily recognisable shape at the centre. It is also celebrated as an East-meets-West icon, representing the brand’s enduring quest for the perfect juncture between archaic contemplations and the modern life. Chan remarked, “The ancient Chinese believe Wulu brings blessings and positive energy. In view of the pandemic, I believe we need Wulu now, more than any other time in recent history.” Other creative elements come into play. Qeelin’s design DNA also embraces playfulness, humour and originality, resulting in jewellery pieces that inspire ingenuity – something that resonates profoundly with today’s consumers. “Not only is Qeelin’s innovation and creativity apparent in the designs, but also in the myriad ways that the jewellery may be worn,” explained Chan. “The Wulu Collection, created at the founding of the brand, is emblematic of this concept.” Qeelin likewise takes pride in its inventive jewellery manufacturing process. For instance, Qeelin’s panda-themed Bo Bo jewellery pieces have moveable heads and limbs as well as a “fantasy wardrobe” comprising glittering diamond outfits so the characters can seamlessly change appearances. The Qin Qin Goldfish Collection meanwhile features micro magnets placed strategically on the fish’s mouth, compelling it to touch lips with its “partner” as if interlocked in a loving kiss. “These playful, intricate designs resonate with the wearer’s sense of humour,” shared Chan. “Dazzling from afar, Qeelin jewellery is even more captivating up close, inviting new conversations with its playful, interactive elements.” Qeelin uses 18-karat gold, diamonds, coloured gemstones and fine leather to create versatile and relevant designs. The brand’s artistic philosophy also melds perfectly with modern consumers’ quest for meaningful life experiences and individual expression. Every piece carries a rich cultural connotation, which reinterprets traditional symbols using new, stylish concepts. French luxury conglomerate Kering acquired a majority stake in Qeelin in 2012, with a focus on bolstering the group's foothold in China. Over the years, Qeelin has developed an extensive retail network in prestigious shopping districts globally. In Asia alone, the brand has a presence in China, Japan, Malaysia, Singapore, South Korea and Thailand. It also has boutiques in France, Italy and Portugal in Europe, the US and Canada, as well as Australia and New Zealand.