Sojitz’s SJ Jewelry: Redefining Japanese Craftsmanship on the Global Market

Japan’s jewelry industry, celebrated for its meticulous craftsmanship and innovative design techniques like mokume-gane and kintsugi, represents the nation’s enduring dedication to monozukuri—the art of manufacturing precision and passion. At the heart of this industry lies SJ Jewelry, which blends tradition with modernity to produce timeless pieces that resonate globally.

A subsidiary of Sojitz Corporation, SJ Jewelry traces its origins to the historic Ueno Okachimachi area, known for its long legacy of jewelry-making. President Tadao Kawamura says that during the Edo Period in Ueno Okachimachi, craftsmen made traditional ornamental jewelry for hair and clothing accessories. “Since then, the tradition has been passed down and has now evolved into Western-style jewelry,” he says.

This deep cultural heritage informs the modern artistry of SJ Jewelry, which skillfully merges traditional Japanese aesthetics with contemporary designs.

SJ Jewelry’s collection spans a range of luxury brands, each with distinct identities. Nina Ricci Prestige reflects refined bridal elegance inspired by haute couture techniques, while Rugged Mind offers versatile designs tailored to a global audience. Romantic Blue, another standout, draws on Western traditions, embedding blue sapphires into bridal jewelry to symbolize happiness and love.

Mr. Kawamura notes that Rugged Mind has a design that appeals to both men and women. “In Japan, men have conventionally been hesitant to wear jewelry, but with the younger generation, the mindset is now changing. There are also many women who want to wear more of a masculine style of jewelry,” he says.

A key advantage for SJ Jewelry lies in its access to high-quality raw materials, made possible by its ties to Sojitz Corporation. As a comprehensive trading company, Sojitz ensures a steady supply of gold, diamonds and other precious metals, even amid market fluctuations. “Our company was initially established as a precious metals department of Sojitz,” the president explains. “Recently, the price of gold has risen considerably, but the advantage we have is that Sojitz sources it. As such a large trading firm, they can mitigate the price impact and secure an abundant amount of materials needed for our production.”

Coin & Medal Jewelry

This material advantage underpins the company’s production of Kihei chains, a hallmark of Japanese jewelry known for their durability and sleek design. These chains, certified by Japan’s Ministry of Finance for 18k gold purity, are a significant draw in international markets like the Philippines.

“All of our Kihei chains have received the 18k gold purity certification mark,” Mr. Kawamura says. “These quality assurance measures are another reason we are chosen, especially by foreign countries like the Philippines, who make big orders from us.”

SJ Jewelry’s global ambitions are taking shape as it expands into markets across Asia, including the Philippines, Singapore and Indonesia. Mr. Kawamura emphasizes the appeal of Japanese craftsmanship abroad: “Filipinos have a strong preference for gold chains, and they appreciate the quality of products made in Japan, which is our biggest overseas market. That is followed by Singapore, Malaysia and Indonesia.”

As the company looks to expand further internationally, it sees Rugged Mind as a brand offering huge potential. “Currently, we have been showcasing it in men’s magazines, working with Girolamo Panzetta, who is an Italian celebrity popular in Japan,” Mr. Kawamura says.

Since Mr. Kawamura assumed the presidency, SJ Jewelry’s sales have grown 2.5 times. This success stems from diversification and a strategic focus on overseas expansion. “When I became the president, I never imagined that our jewelry would be supplied overseas,” he says. “But now we hope to speed the expansion overseas and create a new era of Japanese jewelry.”