Jewelry Brand bororo Opens Its First Flagship Store, bororo Aoyama, in Minami-Aoyama, Tokyo on Saturday, May 30th

Jewelry Brand 〈 bororo 〉 Opens Its First Flagship Store, 〈 bororo Aoyama 〉, in Minami-Aoyama, Tokyo on Saturday, May 30th

Jewelry brand bororo was launched in 2009. Director Akiko Akachi has visited mines around the world to select stones, creating jewelry that leverages the unique expressions inherent in each stone. The origin of bororo's craftsmanship lies in making the beauty of stones, created by nature over a long time, wearable as they are.

As a new base where bororo's philosophy can be experienced as a space, 〈 bororo Aoyama 〉 will open. The space design is handled by design studio FLOOAT. It is conceived as a place where bororo's three important axes—Stone / Travel / Craftsmanship—can be felt. It will be a space where visitors can not only view jewelry but also feel the memory of the land behind the stones and the atmosphere of travel through all five senses.

Rock Ring - Garden Quartz

Concept Every stone holds a long story. The accumulation of natural coincidences, such as crustal movements and volcanic activity, has shaped each stone. bororo's design begins with travel. We visit mines to collect stones ourselves, and while maximizing their beauty, we have continuously considered how they can blend naturally with people. To make stones, which were once part of a natural landscape, a part of your body. That is bororo's jewelry.

Design Discovering the true essence of each stone. Whether crystal or rock, each stone possesses its own distinctive appearance. The sharp edges when broken, the smooth curves polished by water, natural colors, and brilliance. We select stones by actually seeing and touching them at their origin, seeking the most natural form for each stone, and preparing it to be worn by you. bororo designs to deliver the raw beauty of stones as minerals.

Jewelry bororo's jewelry is born from the perspective of discerning the individuality of stones, a passion for exploring wearable forms, and the skilled hands of artisans who deeply understand how to handle stones. For this opening, a new 〈 Rock Ring 〉 crafted from metal, from bororo's signature 〈 Rock 〉 series, has been created. For bororo, which has continuously explored the relationship between stones and metal together with Takuma Jewel Carving, the 〈 Rock Ring 〉 expressed solely in metal is a new proposal that re-emphasizes the sculptural charm of the series. Additionally, we also offer one-of-a-kind jewelry crafted with special pieces that we have carefully collected over the years. Price including tax: 118,800 JPY

Space Design 〈 bororo Aoyama 〉 is located on the 2nd floor of the FROM1st building, one of Minami-Aoyama's cultural landmarks. The space design is undertaken by design studio FLOOAT, conceived as a place where bororo's three important axes—Stone / Travel / Craftsmanship—can be felt. A perspective that views stones as completed forms, the sensation of traveling to transport stones along with the local culture of their origin, and craftsmanship created by Japanese artisans' handiwork. To allow visitors to experience the time and atmosphere behind these elements, the space is quiet and minimalist. We welcome customers as a place not just for "seeing" bororo, but for "feeling" it.

Logo Design In conjunction with the opening of 〈 bororo Aoyama 〉, the brand logo has also been refreshed. Designed by graphic designer Junya Maejima, who also handles bororo's art direction, the new logo retains the organic nuances and tactile feel that have been cherished, while adding sophistication, symbolizing the brand's next phase.

bororo Scent As a new endeavor, we have developed an original fragrance, 〈 bororo Scent 〉. Based on minerals and rocks collected by director Akiko Akachi from various parts of the world, Sari of SUI scent studio is in charge of perfuming. The first release introduces the scent 〈 bororo Scent Madagascar / Ibity 〉, created based on minerals and rocks collected in Madagascar, where she visited last year for gem purchasing. You can feel the memory of the land behind the stones and the atmosphere of travel not only visually but also olfactorily. Furthermore, for the opening, we will offer "gemstone ice cream" in collaboration with Bole COFFEE & ICECREAM. This will be an opportunity to experience bororo's envisioned world through jewelry, space, scent, and food in a multi-layered way. We kindly ask for your attention.

Outline Store Name bororo Aoy