Born Jewelry, born in Yamanashi Prefecture, Japan's leading jewelry-producing region, has launched a new project with Isetan Mitsukoshi. From September 14th to 26th, a pop-up event will be held on the third floor fashion floor of the main building of Isetan Shinjuku. Born Jewelry, founded in March of this year with the aim of making Yamanashi-based jewelry a century-old industry, is directed by Atsuko Kamiya of jewelry shop drama H.P.FRANCE. This pop-up event at Isetan Shinjuku will feature a variety of jewelry exclusive to Isetan Mitsukoshi. Koji Takuma, a traditional Koshu crystal and precious stone craftsman active overseas in countries such as Poland and UNA, will be exhibiting one-of-a-kind pieces carefully polished from carefully selected raw stones. Tomohiko Oyori, the youngest traditional craftsman, will be selling original custom jewelry made with rare natural stones collected from around the world. During the event, a total of 40 natural stones of five different types will be on display, and customers can choose their favorite from these to create a one-of-a-kind piece.

An order event will also be held where visitors can order original jewelry using original cut gemstones created by born jewelry for Isetan Mitsukoshi. The original cuts are applied to limited-edition metals created from scratch for Isetan Mitsukoshi and old stock natural stones that have been stored in Yamanashi Prefecture for generations. The order event will also be held simultaneously at Global Message on the 4th floor of Ginza Mitsukoshi from September 14th to 27th. In addition, Isetan Mitsukoshi's original women's brand LUGHA has recently launched a new one-of-a-kind jewelry line using crystals such as rose quartz and amethyst, in collaboration with fashion director and accessory designer Reimi Takahashi.