EXCLUSIVE: Qeelin Opens Boutique on Place Vendôme

PARIS — With an eye to global expansion, Kering-owned Qeelin, a contemporary Chinese jewelry label, has set down roots at the epicenter of high jewelry: the Place Vendôme in Paris. Tucked between two iconic French luxury labels — fellow Kering house Boucheron and the traditional French shirt maker Charvet, the brand is the new kid on the block. Not for long, however, as another Kering label, Gucci — which makes its high jewelry debut this week— will soon be opening a store on the square. Qeelin chief executive officer Christophe Artaux described the move as fitting founder Dennis Chan’s original goal of taking contemporary Chinese jewelry “to the world,” and making an international brand from Chinese origins. “How can you do that better than expressing it in Place Vendôme which is somewhat the landmark of international jewelry — that’s really about affirming the vision of the founder,” said Artaux. Inside the Qeelin boutique on Place Vendôme.  © Eric Sander The store is decorated with blocks of traditional gray bricks — the kind that were used to build Beijing over the centuries — set at angles to form zigzags. Offsetting the gray matte tone are touches of red and lacquered paint, while the jewelry is ensconced

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