Editor’s Note
**Editor’s Note:** This article explores how ete bijoux balances modern sophistication with playful design, appealing to adults who value individuality. From natural stone collections to artist collaborations, the brand redefines everyday jewelry through craftsmanship and creativity.
“ete” is well-known for its simple, everyday jewelry. The focus here, “ete bijoux,” is characterized by its meticulous material selection and modern design, popular among adult women who want to express their individuality through jewelry. The brand offers items rooted in craftsmanship, from vibrant collections featuring natural stones to special collaborations with international artists.
ete and ete bijoux are created by Milk Co., Ltd., based in Osaka. Starting with the planning and manufacturing of accessories, the company launched its own brand, ete, in 1994. Initially, it offered a wide variety of casual accessories using silver. Over time, it evolved into a brand offering fashion jewelry that balances design and usability.
“While our items have shifted from accessories to fashion jewelry, the abundance of variety remains unchanged. Our hope is that customers will find their favorite piece among the many options,” says Hidetoshi Shikata, Executive Officer and General Manager of Milk.
In 2008, ete bijoux was born. According to Shikata, “Nearly 15 years after launching ete, as both our loyal customers and sales staff grew older, we felt the need for a brand that offers jewelry with a more adult sense of playfulness and a greater focus on materials.” While ete incorporates slightly playful elements into a basic taste, ete bijoux is characterized by a more creative approach to manufacturing. With the concept of “as I am,” it offers modern jewelry that supports the individuality of adult women who never forget their playful spirit.
The earrings and bangles using “Recycled Silver 925” are made from sheet metal to eliminate plaster waste from mold production. The surface features a “wind pattern” inspired by sand ripples, with a muted luster giving a modern impression.
Among ete bijoux’s extensive lineup, sustainability-conscious items stand out. For example, those using recycled metal. Recycled metal refers to metals refined from so-called “urban mines” (unwanted home appliances, industrial products, etc.) or scrap generated during jewelry manufacturing. ete bijoux uses recycled silver as “Recycled Silver 925” (Silver 925 is a high-purity silver alloy with 92.5% silver content).
To ensure customers can wear jewelry with peace of mind, materials are sourced from reliable suppliers and strictly checked at the quality control center. Diamonds are only sourced from stones with high transparency of origin, guaranteed by the World Diamond Council (an international organization preventing the use and trade of conflict diamonds that fund conflicts).
Instead of paper packaging and gift boxes, the brand promotes reusable items. As part of this resource-conserving effort, the “My Favorite Pouch” was launched five years ago. This convenient original jewelry pouch allows customers to store and carry their favorite pieces. It features a clever design: the ring and cushion sections are removable to hold lipstick, and it includes a mirror for quick touch-ups. With the wish that “all women can shine,” a portion of the sales is donated through the international NGO JOICFP to support women in developing countries.
“Many people don’t use typical jewelry gift boxes at home, so we thought of offering an alternative. This pouch became so popular that we had to limit the number per order on our online store. Every holiday season, we release limited-edition designs, and many customers purchase them each time.”
Another unique initiative is donating used display materials from stores to art universities and vocational schools to nurture the next generation of creators. Previously, seasonal display tools were collected from all stores and discarded. This changed when a team member suggested, “It’s such a waste. Can’t we find a use for them?”
“Many of our team members graduated from art universities or vocational schools, so we approached their alma maters and started donating. The display tools are used as-is for student exhibitions or processed into materials for creative projects.”
Additionally, ete and ete bijoux refer to their sales staff as “stylists,” hoping they will be “individuals with high fashion sensitivity who propose jewelry styling.” Stylists in department store locations wear original uniforms, which are updated twice a year (SS and AW) to incorporate seasonal trends. Previous season uniforms are donated to developing countries through a certified NPO.
Some products also use lab-grown diamonds (laboratory-grown diamonds) manufactured by reproducing the geological environment where natural diamonds form. While mass-producible, these materials are gaining attention as an alternative to natural diamonds.
“Our efforts to conserve resources actually started quite a while ago,” says Shikata. Recycled metal is one example. Unlike fibers, metal is easy to melt and recycle, so the concept of recycling metal has long been common in the jewelry industry.
“Regarding sustainability, we aim to proceed at a pace we can realistically achieve. If we push too hard, what should be a sustainable effort might end up being temporary. Addressing environmental issues and solving problems for a better society are things humanity must deal with forever. To continue for the long term, we always want to stay realistic.”
The ete bijoux store at NEWoMan Takanawa has introduced an interactive mirror called “Plus Mirror” that diagnoses suitable jewelry based on facial bone structure and personal color. The goal is to provide customer service that combines the charm of real in-store experiences with the strengths of AI.
