【AYAKO SAKURAI】Ginza Tsutaya Books GINZA ART SQUARE to Host a Gallery Event “Not Premised on Trying On or Selling”
Jewelry brand "AYAKO SAKURAI" by jeweler Ayako Sakurai will hold a gallery event at Ginza Tsutaya Books GINZA ART SQUARE on May 15th and 16th, 2026. The event aims to expand brand recognition and provide a brand experience, focusing on jewelry as "wearable art" rather than direct sales or try-ons. It will also feature a collaborative exhibition and sale with the tweed jewelry box brand "Cent Jours."
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- 📰 Published: May 7, 2026 at 21:38
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Jewelry brand "AYAKO SAKURAI" (hereinafter: the brand), led by jeweler Ayako Sakurai (Location: Bunkyo-ku, Tokyo), will hold a gallery event at Ginza Tsutaya Books GINZA ART SQUARE (GINZA SIX 6F) for two days on Friday, May 15th and Saturday, May 16th, 2026, with the aim of expanding brand recognition and providing a brand experience.
Event Overview
Unlike conventional pop-ups that primarily focus on trying on and selling, this event is an exhibition space that views jewelry as "wearable art," allowing visitors to experience its worldview and beauty. The imagined space is elegant and warm, like one hosted by Charlotte York in the drama 'Sex and the City,' where people naturally connect and sensibilities open up. It is structured not as a place to line up and choose products, but as a place where visitors can feel the presence of the works and the reasons they are drawn to them by "seeing." At the venue, while viewing the brand's worldview centered on jewelry, visitors can experience AYAKO SAKURAI's philosophy and aesthetic sense through conversations with staff and the overall atmosphere.
Please note that the jewelry on display is generally not available for trying on due to its exhibition format, but staff-worn jewelry may be available for a short trial. Also, while it is not a format where you pick up and choose products like a regular pop-up, for any jewelry of interest, staff can provide guidance and purchase consultations.
The photo shows "Ellipse," an item planned for exhibition.
About 【AYAKO SAKURAI × Cent Jours】Jewelry Box
This event will also feature an exhibition and sale of jewelry boxes from the tweed material jewelry box brand "Cent Jours."
"Cent Jours" has continuously collaborated with us due to the affinity of our worldviews, including initiatives at Isetan Shinjuku. Through both jewelry and the presence that encases it, we propose a richer experience of beauty.
We hope that a work or photo that catches the eye will be an opportunity to move the hearts of not only those who love jewelry but also those who have not been particularly interested in jewelry until now. Rather than a "place to buy," we look forward to your visit as a place where you can casually drop by and enjoy encountering the works and the space.
About Sales, Visitor Benefits, and Participatory Content
■ About Sales
・"Cent Jours" products can be purchased at the venue.
・AYAKO SAKURAI's new "KAME" earrings can also be purchased and taken home on the day.
・For other jewelry, please speak to staff if you are interested.
■ All visitors will receive a 【10,000 yen coupon】.
■ At the venue, a participatory stamp rally will be available, where you can collect stamps by answering simple questions, taking photos, posting on SNS, and other experiences.
You can earn one stamp for each clear, and those who collect three stamps will receive 【an additional 10,000 yen coupon】 and 【a lovely novelty gift】.
*Details of the stamp rally will be provided at the venue.
■ About Jeweler Ayako Sakurai
With procurement routes and an aesthetic eye inherited from her mother, she began sharing information about jewelry on SNS in 2019. She was the first to present a new option on Instagram, stating that "there are various ways to purchase jewelry other than high brands," and is now considered the originator of the trend of increasing numbers of people calling themselves "Instagram jewelers." Her theme is "Towards an era where freedom in jewelry selection expands."
She continues to provide a personalized selection experience that emphasizes "who you buy from" through a trinity of in-person sales ("Sakurai-style consulting"), Instagram sales (started in 2022), and the members-only EC "A JEWELRY BOX."
The operation is run by a small, elite team including her husband, who is also a business partner, and a close friend since high school. She has over 25,000 Instagram followers. Through daily posts, she shares tips to enhance the perspective of stone selection and the resolution of styling. Serving as her own advertising tower, she published her first book, "You don't need brand fees for jewelry," in February 2023.
Her limited-time shops, which create different worldviews each time, span from high-priced to affordable items, with the Shibuya Scramble Square shop recording the highest sales ever for a temporary shop there at 170 million yen (in 3 days). By arranging a flow that allows customers to experience "concierge-style service," she provides high customer satisfaction. By accompanying customers through size, color, and compatibility with existing jewelry, she gently empowers them to "choose jewelry that will be a lifelong partner, in your own way."
Event Overview
Unlike conventional pop-ups that primarily focus on trying on and selling, this event is an exhibition space that views jewelry as "wearable art," allowing visitors to experience its worldview and beauty. The imagined space is elegant and warm, like one hosted by Charlotte York in the drama 'Sex and the City,' where people naturally connect and sensibilities open up. It is structured not as a place to line up and choose products, but as a place where visitors can feel the presence of the works and the reasons they are drawn to them by "seeing." At the venue, while viewing the brand's worldview centered on jewelry, visitors can experience AYAKO SAKURAI's philosophy and aesthetic sense through conversations with staff and the overall atmosphere.
Please note that the jewelry on display is generally not available for trying on due to its exhibition format, but staff-worn jewelry may be available for a short trial. Also, while it is not a format where you pick up and choose products like a regular pop-up, for any jewelry of interest, staff can provide guidance and purchase consultations.
The photo shows "Ellipse," an item planned for exhibition.
About 【AYAKO SAKURAI × Cent Jours】Jewelry Box
This event will also feature an exhibition and sale of jewelry boxes from the tweed material jewelry box brand "Cent Jours."
"Cent Jours" has continuously collaborated with us due to the affinity of our worldviews, including initiatives at Isetan Shinjuku. Through both jewelry and the presence that encases it, we propose a richer experience of beauty.
We hope that a work or photo that catches the eye will be an opportunity to move the hearts of not only those who love jewelry but also those who have not been particularly interested in jewelry until now. Rather than a "place to buy," we look forward to your visit as a place where you can casually drop by and enjoy encountering the works and the space.
About Sales, Visitor Benefits, and Participatory Content
■ About Sales
・"Cent Jours" products can be purchased at the venue.
・AYAKO SAKURAI's new "KAME" earrings can also be purchased and taken home on the day.
・For other jewelry, please speak to staff if you are interested.
■ All visitors will receive a 【10,000 yen coupon】.
■ At the venue, a participatory stamp rally will be available, where you can collect stamps by answering simple questions, taking photos, posting on SNS, and other experiences.
You can earn one stamp for each clear, and those who collect three stamps will receive 【an additional 10,000 yen coupon】 and 【a lovely novelty gift】.
*Details of the stamp rally will be provided at the venue.
■ About Jeweler Ayako Sakurai
With procurement routes and an aesthetic eye inherited from her mother, she began sharing information about jewelry on SNS in 2019. She was the first to present a new option on Instagram, stating that "there are various ways to purchase jewelry other than high brands," and is now considered the originator of the trend of increasing numbers of people calling themselves "Instagram jewelers." Her theme is "Towards an era where freedom in jewelry selection expands."
She continues to provide a personalized selection experience that emphasizes "who you buy from" through a trinity of in-person sales ("Sakurai-style consulting"), Instagram sales (started in 2022), and the members-only EC "A JEWELRY BOX."
The operation is run by a small, elite team including her husband, who is also a business partner, and a close friend since high school. She has over 25,000 Instagram followers. Through daily posts, she shares tips to enhance the perspective of stone selection and the resolution of styling. Serving as her own advertising tower, she published her first book, "You don't need brand fees for jewelry," in February 2023.
Her limited-time shops, which create different worldviews each time, span from high-priced to affordable items, with the Shibuya Scramble Square shop recording the highest sales ever for a temporary shop there at 170 million yen (in 3 days). By arranging a flow that allows customers to experience "concierge-style service," she provides high customer satisfaction. By accompanying customers through size, color, and compatibility with existing jewelry, she gently empowers them to "choose jewelry that will be a lifelong partner, in your own way."