Light jewelry brand KKLUE and Xu Lijia explore the keyword of the Olympic champion of the sailing boat

Recently, the first KKLUE WOMEN blockbuster of light jewelry brand KKLUE was released. KKLUE WOMEN is a women-centered Campaign curated by the brand since this year, which aims to encourage women to think, explore and share their own life keywords by telling the stories of women of different identities and ages in all walks of life. The protagonist who joined hands with KKLUE to explore the "lock" life keyword is Xu Lijia, Asia's first sailing Olympic champion and sports media person.

"'Focus' lowers our desires because we know what we really want." Xu Lijia, who has participated in the Olympic Games for three consecutive years, said that because her hearing was only half that of ordinary people when she was born, her eyesight was not good, and it was precisely because of these innate deficiencies that she could sink her heart more. In the vast sea of smoke, facing the sunrise, accompanied by stars, not disturbed by the outside world, insist on focusing on the field you want to fight for. Whether in the years of sports career or the current media career, Xu Lijia's life keywords have never changed - FOCUS, focus. She firmly believes that the precious quality of "focus" is an important "clue" to her life.

Although her sports career is accompanied by repeated boring training and constant injuries, Xu Lijia rarely appears anxious, and in this calm and calm, she finds the career she loves most and is best at, concentrates on it and enjoys every minute of the process. This coincides with the brand spirit of KKKLUE, which represents the self-exploration and realization of modern women and encourages modern women to bloom their self-confidence and radiance freely.

KKLUE believes that the life keywords of different people must be diverse and colorful, and through daily dialogue with themselves, in the process of day after day, they will make their life keywords clearer and clearer. After experiencing the baptism of nature and wind and waves, they know how to cherish and be grateful, and they have also created a stronger heart for modern women. KKLUE is more than a jewelry brand, but also hopes to connect more independent women through the community concept of "shine for each other" and encourage everyone to explore bravely, maintain curiosity and shine without fear.

*The one worn by Xu Lijia in the video is the brand masterpiece - KKLUE Detective "Lock" series.

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About KKLUE

Light jewelry brand KKKLUE, founded in 2017.

KKLUE/klu:/, evolved from The Clue, represents the self-exploration and realization of modern women. They are independent of thought

Standing, with a rich and interesting soul; they do not go with the flow and form a unique perspective on aesthetics. KKLUE passed the "Jane

The light custom jewelry of "Rich Personality" and the stacked style of "elegant and tension" allow modern women to bloom their self-confidence freely

and light.

KKLUE is not only a jewelry brand, but also hopes to connect more unique through the community concept of "each shines, shines for each other"

Establish women, encourage everyone to explore bravely, stay curious and not be afraid to shine.

As a representative work of the brand, the KKLUE Detective "Lock" series encourages women to explore and share their own life keywords, which has been loved and shared by celebrity Liu Jialing, sailing world champion Xu Lijia, and more than 1,000 bloggers.

In 2020, the "Lock" series won the first place in the "Preferred K Gold Neck Jewelry List" on Tmall Double 11.

In 2020, KKLUE became a key supporting brand of the "Designer Incubation Project" of the Hong Kong Design Centre, an agency of the Hong Kong Special Administrative Region Government of China, and was invited by the Hong Kong Trade Development Council to participate in New York Fashion Week. It has been reported by well-known media such as China Daily, Asia Times, Vogue and Bazaar.

In July 2021, KKLUE was shortlisted in Tencent's Top 200 Cutting-edge Brands with the Most Potential for Development in The Domain Supernova, becoming a cutting-edge brand force in the jewelry industry.

In August 2021, KKLUE 'Discovery Lock Series' won the Silver Award in the Jewelry Category category of the DFA Asia Most Influential Design Awards in Hong Kong, China.