Fine jewelry brand Qeelin unveiled its new global campaign, “My Wulu,” on July 16.

Centered on the brand’s iconic Wulu collection, the campaign tells a story uniquely one’s own. Through Wulu—an emblem of luck and protection—it spotlights life’s most precious moments and emotions, reinterpreting the motif as a special symbol that holds each person’s memories and meaning.

“If you could put just one thing into your Wulu, what would it be?”
The campaign begins with this question. Presented in a documentary format, the film captures unguarded moments and authentically weaves Qeelin ambassador Lim Yoon-a’s story together with Wulu.

Through various scenes from her everyday life, the video highlights the values and memories she holds most dear. In doing so, it shows her special connection with Wulu while candidly conveying both what she cherishes and the meaning Wulu carries.

Global brand ambassador Lim Yoon-a expressed her most radiant, unforgettable moments through her own lens. Sharing her wish to place precious memories and emotions—ones that may fade with time—into Wulu and keep them close for years to come, she presents Wulu as a vessel for emotion that connects memory and the heart, and as a symbol that preserves treasured moments beyond time.

Through the “My Wulu” campaign, Qeelin delivers the message that the precious memories and meaningful moments each of us holds inside can become our own Wulu—making life shine even brighter.

About Qeelin
Since its debut in 2004, every Qeelin jewelry creation has carried rich cultural symbolism, reimagined in sophisticated designs made for everyday wear—breathing new life and contemporary meaning into cultural heritage. Named after the Qilin, an auspicious creature in Eastern mythology and a symbol of love, Qeelin combines unbridled creativity with exceptional craftsmanship, bringing a sense of playfulness and surprise to the world of fine jewelry. Wulu, Qeelin’s most iconic collection, stylishly expresses luck, positive energy, and the balance of lines and curves. Qeelin has more than 120 stores worldwide and is part of the global luxury group Kering.