Event Report: Jeweler Ayako Sakurai Holds First Department Store Pop-up at Hanshin Umeda Main Store

Jeweler Ayako Sakurai (Location: Bunkyo-ku, Tokyo, hereinafter: the Brand) held a limited-time pop-up store from September 17 to September 23, 2025, at the 2nd-floor pop-up space of Hanshin Umeda Main Store (Kita-ku, Osaka). This was the first attempt for both a department store and an Osaka event, and during the period, approximately 1,300 customers visited, recording the highest sales ever for the space.

**Hanshin Umeda Main Store 2nd Floor Pop-up Space Records Highest Sales Ever**

A notable point was that the attendance rate of external customers accounted for 26%, surpassing that of regular pop-ups (approximately 10%). This indicates that the brand's quality and design are strongly supported by high-end customers, attracting significant interest from Hanshin Umeda Main Store's external clientele.

Furthermore, it was found that many customers enjoyed combining the brand's jewelry with high jewelry from brands like Van Cleef & Arpels and Tiffany for daily use during the event. This highlighted the brand's new value as a bridge between luxury and everyday life.

Customers from the Kansai region provided numerous comments such as, "I was moved by the beauty that exceeded my imagination when I saw the actual product," and "It's easy to use daily and matches well with my existing jewelry." This was a very meaningful opportunity to showcase the products directly and hear live feedback.

Hanshin Umeda Main Store also expressed, "We would definitely like to collaborate on something again in the future," making this pop-up a stepping stone for continuous future developments and new projects.

Jeweler Ayako Sakurai will continue to cherish direct interaction with customers while proposing new ways to enjoy and value jewelry.

**About Jeweler Ayako Sakurai**

With sourcing routes and aesthetic discernment inherited from her mother, Ayako Sakurai began sharing information about jewelry on social media in 2019. She was the first to present a new option on Instagram, stating, "There are various ways to purchase gemstones besides high brands," and is now the originator of the trend where more people call themselves "jewelers on Instagram." Her theme is 'Towards an era where freedom in choosing jewelry expands.'

She continues to provide a curated experience that emphasizes 'who you buy from' through a trinity of in-person sales (Sakurai-style "consulting sales"), Instagram sales (started in 2022), and the membership-based EC "A JEWELRY BOX."

The brand is operated by a small, elite team including her husband, who is also a business partner, and a close friend from high school. She has over 25,000 Instagram followers. Through daily posts, she shares tips to enhance one's perspective on stone selection and outfit resolution. She serves as her own advertising tower, and in February 2023, she published her first book, 'You Don't Need Brand Fees for Jewelry.'

At limited-time shops that create a different world view each time, she covers a wide range from high-priced to affordable items. At Shibuya Scramble Square, she recorded a record-high of 170 million yen (over 3 days) for a Scramble Square limited-time shop. By arranging a flow that allows customers to experience "consulting sales," she provides high customer satisfaction. By accompanying customers through size, color, and compatibility with existing jewelry, she gently empowers them to 'choose a lifelong companion jewelry that suits them.'

Jeweler Ayako Sakurai: The photo shows some of AYAKO SAKURAI's original designs. (From left) Husband, Ayako Sakurai, high school friend.

Membership-based EC "A JEWELRY BOX"

*Membership registration is required for viewing and purchasing.

Ayako Sakurai Official Instagram

Jeweler Ayako Sakurai Official Website
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