Editor’s Note
**Editor’s Note:** This article marks the beginning of a series on Yuko Sugiyama’s journey with her jewelry brand, bijou Chérie, from its launch in 2021 to the opening of a physical store in Tokyo’s Tama City in 2022.
Yuko Sugiyama, representative of “Luana,” has been running the jewelry brand “bijou Chérie” since 2021. In 2022, she opened a store in The Square, a shopping center in front of Seiseki-Sakuragaoka Station on the Keio Line, in Tama City, Tokyo.
“The company name ‘Luana’ means ‘a fun place where everyone gathers’ in Hawaiian. The brand name embodies our wish that ‘the smile of the person wearing the jewelry shines beautifully.'”
Her strength lies in delivering jewelry that pursues “rarity, beauty, and durability” at prices that are as accessible as possible. Leveraging a network built over years of industry experience, she compromises on nothing—from selecting loose stones to cutting, design, production, and packaging—to create special pieces that excite the heart of the wearer.
“In the jewelry world, ‘event sales’—selling at exhibitions using products borrowed from manufacturers—is mainstream. This method allows retailers to avoid inventory risk and manufacturers to expand their sales channels, making it an established promotional method across the industry.”
Rings, earrings, and necklaces are items that adorn daily life, and Sugiyama came to think, “I want people to encounter the jewelry they truly desire, in their own time.” After careful consideration, she chose to open her own store rather than relying on traditional styles.
“Through the network I’ve cultivated, I secure high-quality routes comparable to major companies. By thorough cost management and small-lot orders leveraging individual operations, I offer products that combine originality and quality at fair prices.”
Sugiyama began her professional career at the Japanese subsidiary of the American automobile manufacturer Ford. During a one-week store training, she closed deals on two cars, experiencing the joy of selling.
“Even after leaving due to health issues, my desire to work in sales never faded. On my mother’s recommendation, I started working part-time at a jewelry store. Shortly after joining, I had a major turning point when I guided a customer to purchase an expensive diamond.”
Encouraged by a customer who said, “Because you studied jewelry so hard and conveyed its beauty, I could imagine wearing that diamond,” she advanced in her duties and built her career.
“I was involved in a wide range of tasks, from sales to management. After giving birth, I became independent and started working as an advisor, handling VIP customers at exhibitions and traveling to various places, balancing childcare and work.”
As a consultant, Sugiyama also assisted in the startup of jewelry stores and buy-back shops. After moving to a reuse company, she established a subsidiary and became an executive. She also entered the business of remaking and reusing jewelry. After learning everything from production to recycling, she opened her store to realize what she truly wanted to do: “retail.”
“Our store is conveniently located near the station, making it easy for customers to drop by on their way home from work, while shopping, or after a hospital visit. We also accept repairs and buy-backs, aiming to be a trusted presence for local customers.”
Sugiyama also runs the jewelry brand “hana akari,” which expresses Japanese aesthetics.
“Many jewelry designs follow overseas trends, but I wanted to highlight Japan’s unique sense of beauty and delicate atmosphere. ‘hana akari’ can be worn with kimono, and I hope overseas visitors will take it home as a memory of Japan.”
The first collection features cherry blossoms, a symbol of Japan. Using durable pink sapphire, the petals are precisely cut to the millimeter. It took a year of prototyping with a factory trusted by major companies for its advanced technology to finally bring the design to life.
“I once recommended a delicate cherry blossom piece to a man looking for a gift for a woman he liked. I remember being very happy when he later reported that his feelings had been conveyed. It made me feel the power of cherry blossoms again,” Sugiyama says with a smile.
When interacting with customers in the store, she is mindful of maintaining an appropriate distance. “I want them to choose at their own pace,” she says, so she doesn’t force conversation. Recently, requests for maintenance and buy-backs have increased, and she feels that local people have come to appreciate her store.
“In the future, I’m considering exhibiting at jewelry fairs and opening pop-up stores in Asakusa, Kyoto, and airports. If you’re looking for high-quality, sophisticated jewelry, please stop by.”
(Interview date: April 2025)