More Than Just Memories of a Trip, Here in Higashi Chaya District.

This season, with Golden Week and Mother's Day, opportunities to spend time with loved ones are increasing. "YUHI (Yui) Higashi Chaya District store," a permanent jewelry specialist located in Kanazawa's Higashi Chaya District, proposes a "permanent jewelry experience" to form bonds with family, partners, and friends, starting with "Connecting Day" on April 27th. In recent years, as new options for gifting "time" and "experiences" rather than "things" have gained attention, this machiya (traditional townhouse) space, slightly removed from the bustle of Higashi Chaya District, is expanding as a place where people can connect their feelings and deepen relationships.

YUHI Higashi Chaya District Store Exterior

What is Permanent Jewelry?
Permanent jewelry is a new style of jewelry that can be worn continuously without a clasp. By connecting both ends of the chain with a dedicated welding machine, it stays with you daily without being removed. The welding process causes no heat or pain, allowing first-time users to experience it with peace of mind. In recent years, as the value of gifting "time" and "experiences" rather than "things" has gained attention, interest in this as a "special experience" to preserve memories of anniversaries and travels has grown, gaining support mainly from women aged 30 and above.

A Machiya Hideaway Known to Those Who Know
Located slightly away from the hustle and bustle of Higashi Chaya District, the store is like a machiya hideaway. In this calm space, you can spend time facing your loved ones or yourself. In recent years, due to the increase in tourists, Higashi Chaya District has become a place that is somewhat difficult for locals to visit. Even in such circumstances, YUHI aims to be "another place" cherished by locals, through experiences that connect people's feelings.
We invite you to experience this opportunity to feel closer to Higashi Chaya District.

About "YUHI (Yui)"
"YUHI (Yui)" is a jewelry brand that connects Japanese tradition with modern sensibilities. It values the bonds between people and emotional connections, offering the "tying" experience itself. We aim to preserve relationships and feelings with loved ones, accompanying special moments and daily life, and continuously and beautifully tying connections between people for a long time.

[Store Information]
YUHI Higashi Chaya District Store
2-6-2 Higashiyama, Kanazawa City, Ishikawa Prefecture 920-0831
Business Hours: 10:00 AM - 6:00 PM
Closed: Tuesdays (Wednesdays from May 2026)
Materials: SV925・Titan・K10gold・K18gold
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/