Crossfor Co., Ltd. (Headquarters: Kofu City, Yamanashi Prefecture; Representative Director and President: Akihiko Naito)'s jewelry brand "VARIÉLLE" held the "VARIÉLLE × YonYon 'Grace Collection' LAUNCH PARTY & 1DAY POP-UP" on Friday, March 20, 2026, at Shibuya TRUNK(HOTEL) CAT STREET, to commemorate the announcement of its collaboration collection "Grace Collection" with DJ/singer-songwriter/music producer YonYon.

This event was planned as an opportunity to experience the world of the collaboration, which was realized by the resonance between VARIÉLLE's brand concept "Blessing of Multifacetedness" and YonYon's "multifacetedness" as an artist, through multiple elements such as jewelry, music, dance, fragrance, and drinks.

On the day of the event, a live event and a pop-up were held simultaneously. Attendees who came for the music naturally had the opportunity to experience the world of jewelry. It was an evening that conveyed the new charm of the brand along with a cultural experience.

Background of this initiative — Co-creation with an artist embodying “multifacetedness” —

The brand concept of "Blessing of Multifacetedness" championed by VARIÉLLE resonated with the expression of YonYon, who works across genres as a DJ, singer-songwriter, and producer, leading to this collaboration.

The "Grace Collection," born from YonYon's first jewelry design, is conceived as a collection that naturally blends into both daily life and special occasions, with the theme of "Grace (love and gratitude)."

This event aimed to express that worldview立体的に, not merely as an exhibition, but as a three-dimensional experience encompassing music, dance, and spatial sensation.

Event Overview (See pre-release for details) —A one-night-only launch event where jewelry, music, and dance intersect—

For details on this event (performers, planning background, etc.), please refer to the pre-release below. https://prtimes.jp/main/html/rd/p/000000027.000038394.html

Atmosphere of attendees and venue — Brand touchpoints expanding from music experience —

On the day, the live event attracted over 150 attendees, many of whom came for the music. Furthermore, many people stopped by the pop-up space, showing interest in jewelry.

The venue incorporated original cocktails and fragrance presentations reflecting YonYon's worldview, providing a five-sensory experience that included not only sight but also smell and sound.

Many attendees encountered the brand through music, leading to the creation of new touchpoints different from traditional jewelry events.

Product and pop-up reactions — The value of “encountering jewelry through experience” —

At the pop-up, collaboration items were primarily sold, and the following points were particularly appreciated:

- High design quality and ease of incorporating into daily life - Soft expression through petal motifs - Affinity with music and culture

Furthermore, many live attendees said they "discovered VARIÉLLE for the first time," making it a meaningful opportunity from the perspective of expanding brand recognition.

### Featured Items - [yonyon] Grace Necklace ¥26,400 (tax included) A symbolic item of this collection. The soft curves of the petal motif and the brilliance of the stone intertwine, creating a design that gracefully accompanies both everyday life and special moments. This series also features special specifications with numbering engravings limited to 30 pieces in total, including pendants, earrings, and bracelets in YG color and silver color, giving each piece a unique value.

- Princess Cut Fork Ring ¥15,400 (tax included) A ring characterized by its form that gently follows the finger. While having a strong presence on its own, its impression changes when combined with other rings, expanding styling possibilities.

- Baguette Princess Cut Solitaire Ring ¥15,400 (tax included) A ring featuring a baguette stone specially cut for VARIÉLLE. Characterized by its sharp sparkle and delicate form, it can be combined with the fork ring from the same collection to enjoy a more three-dimensional and profound layered style.

Insights gained through this event — Beyond product appeal, to the expansion of brand touchpoints —

In recent years, while information access through e-commerce and social media has become common in the jewelry market, the importance of places that convey elements such as material feel, impression when worn, and brand philosophy in a three-dimensional way has been increasing.

This initiative aimed to allow people to feel the value of the brand more naturally by positioning jewelry not as a standalone item, but within a cultural experience that includes music, dance, fragrance, and drinks. In particular, we believe that connecting with music culture, which created new entry points for segments VARIÉLLE had not fully reached before, holds significant meaning for future brand communication.

Furthermore, this event functioned not only as a "place to sell" jewelry but also as a "place to encounter the brand." It served as a practical example that will lead to future developments in communication, promoting understanding of the brand's worldview and shortening the distance to the brand through the attendees' experience.

Future plans

VARIÉLLE will continue to expand the possibilities of jewelry-related experiences and communication, centered on craftsmanship rooted in manufacturing technology.

We aim to convey the new appeal of the brand in a more multifaceted way, utilizing the knowledge gained from this co-creation with YonYon, particularly regarding the connection with music and culture and the design of experiential value.

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Brand Overview VARIÉLLE is a jewelry brand developed by Crossfor Co., Ltd., founded in Kofu City, Yamanashi Prefecture, a city of gems, in 1980. With the concept of "Blessing of Multifacetedness," it proposes quality backed by advanced manufacturing technology cultivated through OEM and designs that accompany the modern woman's lifestyle. <VARIÉLLE Official EC Site> https://www.varielle.jp/

Inquiries/Interview Requests regarding this matter Crossfor Co., Ltd. VARIÉLLE PR Representative E-mail: contact@crossfor.com TEL: 057-008-9640

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  • Source: PR TIMES
  • Category: News