How Chinese Luxury Jewelry Qeelin Grew During COVID-19
Jing Daily talks with Dennis Chan, the co-founder and creative director of Qeelin, about his customer base and being ‘quintessentially Chinese.’
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- Takeaways:
- How much do you know about your consumers? What are typical Qeelin customers in China like?
- I’ve heard stories that some consumers wear Qeelin jewelry for good luck when they play mahjong. Can you share some different user scenarios about how people style their Qeelin jewelry?
- What has changed or hasn’t changed after Kering acquired Qeelin in 2013? For example, your role at the company and the brand’s international expansion plan.
- What are the reasons behind selecting Liu Shishi as the Qeelin brand ambassador this year?
- Qeelin has a unique position as one of the few globally recognized Chinese luxury brands. How do you think that helps the brand inside China? Especially now that 'China Chic' is gaining momentum there.
- We’ve heard that COVID-19 has accelerated Qeelin’s sales [Qeelin chose not to disclose any figures]. Can you elaborate on how and why that is?
- We at Jing Daily are very interested and closely monitoring brand strategy in lower-tier cities. Does Qeelin have any plans in this regard?
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