New Jewelry LIMITED STORE, a limited-time shop by 18 independent jewelry makers and designers, opened on the 5th at The Stage on the first floor of Isetan Shinjuku. It will run until June 11th.

This project started in 2010 and has been held every year since. Mori of New Jewelry Associates, who is in charge of direction, explains, "Rather than being bound by traditional concepts of jewelry such as precious metals and stones, we select jewelry that expresses ideas and emotions born from elements of daily life, such as fashion, food, and interior design."

The venue is decorated in pastel colors. The names of each brand are displayed on mirrors hanging from the ceiling, serving as an eye-catcher. The 18 brands featured include ETSUKO SONOBE, Moko Kobayashi, Rubus., yull., hina himuka, bororo, himie, januka, JUTIQU, PENTA, Pfutze, shihara, Stitch, su, talkative, tmh., tortue, and yield. Jewelry available includes a variety of materials, including gold, stainless steel, and brass, as well as beads, silicone resin, ceramics, and crystal glass. Also available are limited-edition jewelry boxes designed by creators who work in fields other than jewelry. Various ways to enjoy jewelry are suggested, including a ceramic tray with a polar bear ring around its neck.

On weekends, workshops are held where customers can polish raw stones from all over the world together with artisans to create original accessories. "The gem polishing experience workshop was very popular at the last event, and it was bustling every day," says Mori.

At the start of the event, the designers were at the storefront, interacting with customers.