'Memories Beyond the Journey, Here at Higashi Chaya District.'

This is the season when opportunities to spend time with loved ones increase, such as Golden Week and Mother's Day. At "YUHI Higashi Chaya District Store," a permanent jewelry specialty store in Kanazawa's Higashi Chaya district, we propose a "permanent jewelry experience" to give form to the feelings you share with family, partners, and friends, starting on April 27, "Tsunagu Day" (Connection Day). In recent years, as new options to gift "time" and "experiences" rather than "things" are gaining attention, our store is expanding as a place to spend time tying emotions and deepening relationships in a Machiya (townhouse) space slightly away from the bustle of the Higashi Chaya district.

YUHI Higashi Chaya District Store Exterior

What is Permanent Jewelry?

Permanent jewelry is a new style of jewelry that can be worn continuously without the use of clasps. By connecting both ends of the chain with a dedicated welding machine, it stays with you in your daily life without needing to be removed. You will not feel any heat or pain during welding, so even first-timers can experience it with peace of mind. In recent years, as the value of gifting "time" and "experiences" rather than "things" draws attention, interest is growing in this as a "special experience" to give form to anniversaries and travel memories, and it is highly supported, mainly by women in their 30s and older.

A Machiya Hideaway for Those in the Know

The store is like a Machiya hideaway standing in a location slightly away from the lively Higashi Chaya district. In a calm space, you can spend time facing your loved ones and yourself. In recent years, due to the increase in tourists, the Higashi Chaya district has been changing into a place that is somewhat difficult for locals to visit. Even in such circumstances, YUHI aims to be "another place to belong" that is loved by locals through experiences that tie people's feelings together.
As an opportunity to feel closer to the Higashi Chaya district, please take this chance to experience it.

About "YUHI"

"YUHI" is a jewelry brand that connects Japanese tradition with modern sensibility. We value the bonds and emotional connections between people, and provide the experience of "tying" itself. We want to be a presence that preserves relationships and feelings with loved ones, staying close to special moments and everyday life, while continuing to tie human connections beautifully and permanently.

[Store Information]

YUHI Higashi Chaya District Store

2-6-2 Higashiyama, Kanazawa City, Ishikawa Prefecture 920-0831
Business Hours: 10:00 - 18:00
Closed: Tuesdays (Wednesdays from May 2026)
Materials: SV925, Titanium, K10 gold, K18 gold
Experience Time: 40 - 60 minutes

Price: From 2,200 yen (varies by material and chain length)

Official Instagram
https://www.instagram.com/yuhichaya/

Jalan Reservation Site
https://www.jalan.net/kankou/spt_guide000000229136/

[Company Profile]

Gentil Kitakami Co., Ltd.
3-138-3 Tsurugaoka, Uchinada-machi, Kahoku-gun, Ishikawa Prefecture 920-0271
TEL/076-238-7770
FAX/076-238-7600

Official HP: https://gentiljewel.com/