A pop-up shop for Mayu will open at the Tokyo Accessory Market, held on the second floor of Isetan Shinjuku from the 19th to the 25th. In addition to the popular PEARL RIVETS series and costume jewelry featuring Swarovski crystals, the shop will also feature a new collection titled "Express Yourself!". The new initial series features pearls coated in gold letters. Mayu is the brainchild of Mayu Okamatsu, who has designed jewelry for Sonia Rykiel and Anna Sui. The brand's concept is to help women of all ages feel comfortable being themselves, and she creates jewelry boldly accented with pearls and Swarovski crystals. The brand's products are available at brick-and-mortar stores like Isetan Shinjuku, as well as through SPUR shopper, the magazine's online store.