Qeelin, the high-end jewelry brand of the Kering group, launches a flagship store on JD.com


by Xiaoqian Han

Qeelin, a high-end jewelry brand owned by the Kering Group, launched a flagship store on JD.com on Feb. 22. As the first brand of Kering Group to cooperate with JD, Qeelin launched Wulu series, Yu Yi series, BoBo series and other hot items and collections for JD.com users.

This high-end contemporary jewelry brand was founded by Dennis Chan in 1997, named after the mystical auspicious creature and inspired by ancient Chinese legends about exploring the Dunhuang Mogao Caves, a relic of folk art of Buddhism which flourished during the Sixteen States period (304 -439), and listed as a World Cultural Heritage Site in 1987 by UNESCO.

Qeelin Wulu Collection
Qeelin BoBo Collection
Yu Yi collection

Three high-end jewelry collections including Wulu collection, Yu Yi collection and BoBo collection were launched on JD.com. Specifically, the Wulu collection interprets the mythical powers of the Hulu, a Chinese gourd as a symbol of positivity and hope. The Yu Yi series is another of Qeelin’s signature collections that refers to dreams and love, as well as a symbol of peace and friendship depicted in the Qeelin BoBo collection. Each piece carries a rich cultural connotation, from necklaces, bracelets and earrings to other exquisite jewelry, and consumers can purchase them in one stop at JD Qeelin’s flagship store.

JD has collected more than 300 flagship stores of major brands in the field of fashion and family life, covering jewelry, clothing, luggage, shoes and boots, home furnishings, watches, and more. Among them, top luxury brands of LVMH group such as LV Louis Vuitton, BVLGARI, DIOR, GIVENCHY, LOEWE and other big luxury brands have entered into cooperation with JD.com. Qeelin’s new flagship store on JD.com will provide consumers with an additional option to shop top brands around the world and enjoy high-quality fashion life with just a click.

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