Jewelry Brand 'bororo' Opens Flagship Store 'bororo Aoyama' in Minami-Aoyama, Tokyo

Jewelry brand bororo was established in 2009. Director Akiko Akachi visits mines around the world to select stones and crafts jewelry that leverages the inherent expression of each stone. Her goal, and the origin of bororo's craftsmanship, is to make the beauty of stones, created by nature over a long period, wearable as they are.

As a new base to experience bororo's philosophy as a space, the brand has opened 'bororo Aoyama.' The spatial design was handled by the design studio FLOOAT. Conceived as a place to feel the three axes cherished by bororo—Stone, Travel, and Craftsmanship—the store offers more than just viewing jewelry. It is a space where visitors can feel the memories of the land behind the stones and the atmosphere of travel through their five senses.

'bororo Aoyama' is located on the second floor of the FROM1st Building, one of the cultural landmarks of Minami-Aoyama. The design studio FLOOAT handled the spatial design, envisioning a place to experience the three axes of Stone, Travel, and Craftsmanship. The space is quiet and open, designed to allow visitors to experience the background of time and atmosphere—from the perspective of capturing stones as completed forms, the sense of travel bringing stones along with the local climate, to the craftsmanship tailored by Japanese artisans. The store welcomes customers as a place to not only 'see' but also 'feel' bororo.

The space was created to experience the Stone, Travel, and Craftsmanship cherished by bororo within a minimalist composition. To quietly enhance the forms created by nature, the space is designed based on a symmetrical composition. By organizing the space around the texture of materials and soft light and shadow, the inherent beauty and presence of the natural stones are highlighted. By minimizing noise from the floor and walls to the ceiling facilities and finishing them flat, the texture of materials and softness of light are enhanced.

The furniture, which is closest to the jewelry, is designed to be particularly minimalist and fade into the background. By peering into the stand placed in the center of the space, various expressions of the stones are directly conveyed.

bororo's jewelry is born from a perspective that identifies the personality of the stone, an inquisitive mind toward the form worn, and the manual skills of artisans who know how to handle stones thoroughly. To celebrate the opening, the brand has produced a new 'Rock Ring' made of precious metal from the signature 'Rock' series. For bororo, which has been exploring the relationship between stones and metal with Takuma Gemstone Carving, the 'Rock Ring' expressed solely in precious metal serves as a new proposal that re-highlights the structural charm of the series. Additionally, one-of-a-kind jewelry made from special pieces collected with care is also available.

Store Name: bororo Aoyama
Address: 2F, FROM1st Building, 5-3-10 Minami-Aoyama, Minato-ku, Tokyo
Business Hours: 11:00 - 19:00
Opening Date: May 30, 2026 (Friday)
URL: https://bororo.jp/