GRANDMATIC, a jewelry brand under the direction of MUVEIL designer Michiko Nakayama, will debut on the first floor of the main building of Isetan Shinjuku, which will have its grand opening on Wednesday, March 6th. The brand offers a wide range of products, from imitation to real, expressing the fun of being able to select all items from the same perspective. Original items and one-of-a-kind vintage pieces will be displayed in the same showcase, creating a unique brand worldview. The brand also plans to constantly release new items, proposing them in a fresh style. Items will be crafted using gold, silver, purple, and natural stones. Jewelry will be crafted by Vendome Yamada, and will include rings, earrings, necklaces, and more. The brand's muse is "GRANDMA," a beloved figure of the designer himself and familiar from MUVEIL's "Grandma Doll." The jewelry is inspired by the true beauty and mysterious charm of this woman, who has aged more gracefully than any other beautiful woman, beautiful in both her lifestyle and inner self. Nakayama's hope is that the jewelry will be timeless yet grow more endearing as it is used.