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

Jeweler Ayako Sakurai (Location: Bunkyo-ku, Tokyo; hereinafter: 'the brand') held a limited-time pop-up store from September 17 to September 23, 2025, in the 2nd-floor pop-up space at Hanshin Umeda Main Store (Kita-ku, Osaka). This marked the brand's first venture into both department stores and the Osaka region. During the event, approximately 1,300 customers visited, and the pop-up recorded the highest sales ever for that space.

**Recorded Highest Sales Ever for the 2nd-Floor Pop-up Space at Hanshin Umeda Main Store**

A particularly noteworthy point was that external customers accounted for 26% of visitors, surpassing the typical 10% for regular pop-ups. This strong interest from Hanshin Umeda Main Store's external customers clearly demonstrated the brand's quality and design appeal to high-end clientele.

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

Customers from the Kansai region provided numerous positive comments such as, 'Seeing the actual pieces, I was more impressed by their beauty than I imagined,' and 'They are easy to wear daily and pair well with my existing jewelry.' This provided a highly meaningful opportunity to showcase products directly and hear authentic customer feedback.

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

Jeweler Ayako Sakurai will continue to propose new ways to enjoy jewelry and new value, while cherishing opportunities for direct interaction with customers.

**About Jeweler Ayako Sakurai**

Building on sourcing routes and an aesthetic eye inherited from her mother, Ayako Sakurai began sharing information about jewelry on social media in 2019. She was the first to introduce the new option of 'various ways to purchase gemstones beyond high brands' on Instagram, becoming the originator of the trend where more people now identify as 'jewelers on Instagram.' Her theme is 'Towards an era of expanded freedom in jewelry selection.'

Through a trinity of in-person sales (Sakurai-style 'consulting service'), Instagram sales (started in 2022), and the members-only EC 'A JEWELRY BOX,' she continues to offer a personalized selection experience that emphasizes 'who you buy from.'

The brand is operated by a small, elite team including her husband, who is also her business partner, and a close friend from high school. She has over 25,000 followers on Instagram. Through daily posts, she shares insights on stone selection and tips for enhancing styling. She serves as her own public face, and in February 2023, she published her first book, 'No Brand Fees for Jewelry.'

In her limited-time shops, which create a different world view each time, she spans a wide price range from high-value to affordable. At Shibuya Scramble Square, she recorded a record-high 170 million JPY (in 3 days) for a limited-time shop at that location. By creating a flow that allows customers to experience 'consulting service,' 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 piece of jewelry that is uniquely you.'

Jeweler Ayako Sakurai: Photos show some of AYAKO SAKURAI's original designs. (From left: Husband, Ayako Sakurai, close friend from high school)

Members-only EC 'A JEWELRY BOX'

*Membership registration is required for viewing and purchasing.

Ayako Sakurai Official Instagram

Jeweler Ayako Sakurai Official Website