QUEEN OF COATS began with a dream. Its founder, Jing was once a professor in China, specializing in Human Resources Management. She has always loved fashion, art, and interior design, and believes that beauty is not only something we see — it is something we feel. In 2020, she made a courageous decision to migrate to Australia and begin a completely new life.
When Jing arrived, she experienced the Australian winter for the first time — long, cold, and often rainy. She noticed that many people wore feather jackets simply for warmth, but she believed winter fashion could be something more. A coat could be elegant, stylish, and timeless, not only practical. With this vision, Jing began her journey.
She opened her first shop at Mill Market Geelong in 2021. Surrounded by antiques, art, and beautiful objects, her coats quickly attracted attention. Customers were drawn not only to the warmth of the wool, but also to the elegance, quality, and character of each piece. The shop soon became a destination for women looking for something truly special.
As the brand grew, Jing moved her business to Spencer Outlet Centre in Melbourne, where QUEEN OF COATS became a beloved store for coat lovers. Customers traveled from Melbourne, Sydney, Perth, Adelaide, Tasmania, New Zealand, America, Canada and European countries to find the perfect coat — one that made them feel confident, elegant, and unforgettable.
For Jing, a coat is more than clothing. It is a statement of personality. It is a symbol of confidence. It is a piece of art you can wear. In 2025, Jing decided to move QUEEN OF COATS online, allowing more women across Australia to discover the beauty of a truly special coat. That is why we meet here today.
But this brand is more than a store. It is the story of a woman who left her homeland, arrived in a new country, and built something meaningful with courage, intelligence, and determination. QUEEN OF COATS is not only about coats. It is about strength, elegance, and the belief that every woman deserves to feel like a queen — confident in who she is and courageous enough to create her own brilliant future.