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KISHUN Inc.: pioneering sustainability in Japan's jewelry landscape

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Article - April 3, 2024

With its eco-conscious ethos and global outreach, trailblazing KISHUN Inc. is revolutionizing Japan's jewelry industry, crafting a new narrative in the glittering world of adornment.

In the glistening landscape that is Japan's jewelry industry, KISHUN Inc. stands as a shining example of innovation and sustainability. Established in 2014 by Shun Tsuji, the company has carved a niche for itself by offering a holistic approach to the sourcing, manufacturing, and selling of colored stones and diamonds. With a deep-rooted connection to Japan's cultural heritage and a forward-thinking mindset, KISHUN is poised to lead the charge in transforming the jewelry landscape.

Mr. Tsuji's journey into the world of jewelry was not merely a business venture but a passion project rooted in his family's legacy in the kimono industry. Recognizing the intrinsic link between traditional attire and ornamental adornments, Tsuji saw an opportunity to bridge the gap between the two worlds. He notes: "People often choose a kimono to complement their jewelry and vice versa, so as a kimono seller, the idea of becoming a jeweler myself has always been in the back of my mind."

The company's ethos is centered around the concept of "Urban Mining", a sustainable approach to sourcing precious gemstones and diamonds from secondhand sources. This not only reduces environmental impact but also highlights the craftsmanship and artistry inherent in Japanese jewelry. By breathing new life into discarded pieces, KISHUN aims to challenge perceptions and promote a culture of conscious consumption.



In recent years, Japan's jewelry industry has faced significant challenges, including demographic shifts and changing consumer preferences. With an aging population and a shrinking workforce, there is a pressing need for innovation and adaptation. Mr. Tsuji acknowledges these challenges, stating: "There are a lot of problems because of this population decline and the increase in elderly people... We cannot employ enough people on a year-to-year basis."

To address these challenges, KISHUN has embraced technological advancements and strategic partnerships to expand its reach both domestically and internationally. The company's foray into e-commerce with the launch of Pocket-By-Kishun has opened up new avenues for growth, particularly among younger demographics. By leveraging online platforms and digital marketing strategies, KISHUN has been able to tap into the burgeoning demand for affordable, yet stylish jewelry options.

Moreover, KISHUN's participation in international events such as the JCK Jewelry Exhibition in Las Vegas underscores its commitment to global expansion. Mr. Tsuji explains: "We would like to continue participating in such events [around the world], especially those related to jewelry."



In addition to its commercial endeavors, KISHUN is also dedicated to promoting ethical practices and social responsibility within the industry. Mr. Tsuji emphasizes the importance of upholding ethical standards in sourcing raw materials and manufacturing processes, particularly in light of issues such as child labor and environmental degradation associated with traditional mining practices.

Looking ahead, Mr. Tsuji envisions a future where KISHUN continues to push the boundaries of innovation and sustainability in the jewelry industry. With a focus on quality craftsmanship, environmental stewardship, and community engagement, the company is poised to shape the future of Japanese jewelry for generations to come.

As Mr. Tsuji reflects on his aspirations for the company's legacy, one thing is certain: KISHUN Inc. is not just a business; it's a beacon of hope and inspiration for a brighter, more sustainable future.

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