Continued from 1/2.
--What's the secret to keeping the brand going for 30 years?
Monique (M): Maintaining passion for what we do. And we've always been working toward the same goal.
John (J): We sometimes have intense arguments that make those around us nervous (laughs), but because we share the same fundamentals, we've ultimately reconciled our opinions and moved forward. Developing a brand is like wine. 30 years is still young.
--What has changed and what has remained the same since the brand was founded?
J: We've been selling clothing since 1989, but I still see J&M Davidson as primarily a leather goods brand. I think of clothing as accessories that complement bags to complete a style. Our approach is completely opposite to other brands. While our bags have become more clean and sophisticated, we've become more adventurous with our colors. For the 2014-15 Autumn/Winter season, we incorporated vivid colors like lipstick red. We're also interested in expanding into home collections and jewelry.

M: While we offer new clothing collections every season, we've always designed our bags with the idea that they are timeless and ever-evolving. We've continued to offer some models for 25 years, gradually improving them as we go. And then there are our clothing and shoes, which are extensions of our bags. As a result, we've grown into a total brand.

--What is your position in the Japanese market from a business perspective?

J: Japan is one of the markets that showed interest in our brand from the very beginning, so we value it very much. I think the reason we've been so well-received in Japan is because Japanese people have a penchant for tradition and are drawn to things with a story. In terms of market size, it's the second largest market after Europe.

--What are your thoughts on the new flagship store?

J: The Aoyama store is our first store, adopting a new concept of evolving into a more modern style while reflecting the essence of J&M Davidson. I really like the finished product. We also paid particular attention to the staircase connecting the first floor, where leather goods are sold, with the basement, where clothing, shoes, and other items are sold. We really wanted to install a spiral staircase to create an elegant atmosphere that is perfect for welcoming customers.

M: We used brass, which gives off a soft glow, throughout the off-white space, on the stairs, fixtures, and other areas as accents. We placed antique chandeliers and chairs to make the products stand out even more. We aimed to create a space that is not just beautiful, but also one where customers can enjoy shopping in a relaxed atmosphere.

J: The Aoyama store is a new concept store that embodies the brand's philosophy. We also plan to renovate our London store in the future.