On Wednesday, March 6th, the jewelry brand "NIWAKA" will open a directly managed store on the first floor of the Isetan Shinjuku store. Founded in Kyoto, a city with a 1,200-year history, the brand infuses its jewelry with the world-renowned Japanese aesthetic. This new store will be the brand's 14th location nationwide. NIWAKA offers a wide range of collections, from fashion jewelry to high-end jewelry, with a particularly rich selection of bridal rings. The diamonds in the engagement rings meet the highest cut rating of "Triple Excellent" and feature an original "Niwa Diamond" cut, a square shape that Japanese people have long considered beautiful. Each piece of jewelry, meticulously crafted by skilled artisans, is given a Japanese name, such as "First Cherry Blossom" or "Snowdrop," to evoke a scene or sentiment. The packaging also reflects Japanese culture and tradition, with the rings presented in pure white ceramic cases in paulownia wood boxes and tied with red Sanada cords. To celebrate the opening of the new shop, if you purchase a bridal ring by April 21st, you will receive a free Kyoto Yuzen silk stole made using Shikehiki, a Kyoto Yuzen technique with few successors.