Editor’s Note
Crossfor Co., Ltd., a 40-year veteran in jewelry OEM, is pivoting to BtoC under new President Akihiko Naito. Its first immersive exhibition, held at Daikanyama’s “Oil” bar from December 5–7, 2025, will feature a ¥1.8 million masterwork necklace and mark the company’s inaugural media engagement since Naito’s October appointment. The event also unveils a cross-industry collaboration with creative director Moeko Tamakawa.
Crossfor Co., Ltd., a 40-year-old jewelry OEM manufacturer based in Kofu City, Yamanashi Prefecture, has announced its full-scale entry into the BtoC market under new President Akihiko Naito. The company will host its first immersive exhibition at the boutique bar “Oil” in Daikanyama from December 5 to 7, 2025, showcasing a masterwork necklace valued at ¥1.8 million (10k gold, over 60g in weight). This event marks the first media engagement since Naito’s appointment in October 2025 and reveals the full scope of a cross-industry collaboration with creative director Moeko Tamakawa.
The exhibition, held at the Daikanyama boutique bar “Oil” (Shibuya-ku, Tokyo), symbolizes Crossfor’s new “SPA model data-driven product development” under Naito’s leadership. The centerpiece is a ¥1.8 million necklace crafted with over 60g of 10k gold, created under the supervision of creative director Moeko Tamakawa (CEO of ance Co., Ltd. and owner of Oil). The event offers three unique angles for media coverage:
“The New President’s Decision” – Why Crossfor, a long-time behind-the-scenes supporter of Japan’s jewelry industry from Kofu, Yamanashi, is accelerating its next-generation strategy. Newly appointed President Akihiko Naito will speak for the first time to the media about the real reasons for the BtoB-to-BtoC shift and the intent behind creating a ¥1.8 million jewelry piece using over 60g of gold in an era of rising material costs.
“Jewelry × Bar × Music” Immersive Buying Experience – Beyond a simple exhibition, this collaboration with Daikanyama’s boutique bar “Oil” features original music composed for the collection (2 tracks) and original cocktails/mocktails inspired by the jewelry, creating a “five-sense” spatial experience. An after-party with a DJ will further enliven the venue, showcasing the shift from product consumption to experience and time consumption in jewelry sales.
Co-creation with Unique Creator Moeko Tamakawa – Tamakawa, a creative director specializing in corporate branding, florist, fashion designer, and bar owner, collaborates with the precision-engineering veteran from Yamanashi. The seemingly contrasting entities merge through the common language of “Facet.” The event reveals how Tamakawa, favored by fashion-forward audiences, elevates traditional craftsmanship into “mode.”
Media can schedule individual interviews with President Akihiko Naito, Creative Director Moeko Tamakawa, and the VARIÉLLE brand development team on December 5 (Friday) from 15:00-19:00, or via prior arrangement by December 3. Topics include management strategy, the OEM-to-brand transition, regional revitalization, design background, and the story behind the ¥1.8 million necklace.
Interested media should contact Crossfor by December 4 (Thursday) 17:00 via email at [email protected] or phone at 057-008-9640, providing media name, attendee name, number of participants (still/video), interview requests, and preferred arrival time.
Date & Time: December 5, 2025 (Friday) 15:00-19:00 (prior interviews available by December 3)
Location: Oil, 1F Daikanyama Manji Building, 18-4 Daikanyama-cho, Shibuya-ku, Tokyo
Exhibition: VARIÉLLE × MOEKO TAMAKAWA collaboration jewelry “SIMONETTA COLLECTION” full lineup
Special Display: ¥1.8 million 10k gold necklace (over 60g gold) inspired by “The Birth of Venus”
Additional: Original cocktails/mocktails, spatial installation (scent, music, flowers, DJ performance)
Crossfor Co., Ltd. VARIÉLLE PR: Koike
Phone: 057-008-9640
Email: [email protected]
Official Website: https://crossfor.co.jp/
VARIÉLLE Official EC Site: https://www.varielle.jp/