"aeru," a traditional brand for ages 0 to 6, founded by entrepreneur Rika Yajima with the desire to "connect Japanese traditions to children of the 21st century," is gaining attention.

aeru's products are designed to be gentle on babies and children, yet easy for adults to use as well. Making the most of traditional Japanese techniques, the brand works with artisans and designers to propose designs that blend into modern life and remain fresh even as children grow into adults.

The "spill-resistant vessels," with a "back" on the inside to prevent spills, use Tobe ware from Ehime Prefecture, Yamanaka lacquerware from Ishikawa Prefecture, and Otani ware from Tokushima Prefecture. The "washi bowls" with bells inside are made from washi paper filtered with Kannon-mizu spring water from Seiyo City, Ehime Prefecture, selected as one of Japan's 100 famous waters. The materials are safe for babies to put in their mouths. In addition, Tokushima Prefecture's authentic indigo-dyed baby clothes and towels, dyed using the traditional "natural lye fermentation" dyeing technique dating back to the Edo period, are highly antibacterial and safe thanks to their use of organic cotton, making them popular as baby gifts. aeru is currently running a limited-time shop on the children's clothing floor on the 6th floor of the main building of the Isetan Shinjuku store. The same floor is hosting an event called "Hands and Children: Nurturing Japanese Handicrafts" until August 6th, which proposes a new style of child-rearing that combines the authenticity and essence of Japanese craftsmanship with modern lifestyles. The event also features "SUMI," a geometric wooden box redesigned by aeru's designer Eisuke Tachikawa (NOSIGNER), based on the "Yuzan Box" tiered box produced in Tokushima Prefecture, and "kime," a wooden brand from Asahikawa, Hokkaido, designed by designer Mikiya Kobayashi.

On the 3rd and 4th, a workshop will be held on the same floor where participants can create original mobiles with washi motifs together with washi designer Sato Yukari.

While studying at Keio University, Yajima became interested in the world of traditional crafts and visited artisans all over the country. In order to connect the craftsmanship he encountered there to the market, he founded Aeru Co., Ltd. upon graduating from university in March 2011 with the aim of developing a new market for traditional craft products for children.