Bespoke suit brand Kashiyama extends its technology to fine jewelry – JCK
For Japanese custom clothing maker Kashiyama, creating a bespoke suit that fits perfectly has become big business with four US showrooms (and growing). Today, the brand brings its same proprietary technology to personalized jewelry.
Kashiyama’s fine jewelry seeks to combine high-end design, accessibility and personalization, says Alessia Mather, who uses her jewelry background to develop this business for the brand. Kashiyama wants to establish itself in jewelry as well as its general name as a fashionable and customizable brand, she says.
“With customization, you have endless options,” says Mather, describing Kashiyama-made jewelry as “new classics” that allow customers to play with their design before choosing a final piece for production.
Here’s how it works: Customers browse fine jewelry on Kashiyama’s website using the brand’s proprietary technology. This technology is finely tuned to carefully go through every step of the design process, using the expertise Kashiyama has gained from his custom costumes, Mather explains.
Then, her Los Angeles-based jewelry maker custom-makes the piece and prepares it in Kashiyama packaging. It is then delivered to the customer’s home within 10 to 15 days on average, just like its made-to-measure suits. Think of it as a just-in-time inventory system, where Kashiyama only produces what a customer orders and doesn’t need to have jewelry set up in its stores or large batches in a warehouse.
While Kashiyama is an omnichannel brand, Mather says it only has jewelry samples in its New York location; the brand has other stores in Boston, Philadelphia and Washington D.C. Customers can work with a Kashiyama style guide in-store to find their size or work with a virtual stylist, but must complete their purchase online.
Kashiyama also works to the highest standards in the jewelry industry using only certified gold and conflict-free diamonds that have been certified by the Kimberley Process. While his jewelry offerings are only about a year old, he hopes to build brand awareness as he expands post-pandemic in the United States, Mather says.
Her rings are available in a variety of styles ranging from an eternity band to a spiral twist ring to a signet ring style. Ring prices range from $85 for a regular 10k gold ring to thousands if you upgrade your stone or size. Earrings are available in trendy styles such as stud, letter, hoop and drop earrings. Earring prices start at $95 and can go up to $9,000 if you add all the diamonds possible to stone halo earrings, for example.
“Everybody [who has tried it] likes to play with customization; that’s the fun part,” says Mather. “What we see from our customers in terms of jewelry is that most of them are buying for themselves. But some are also buying gifts – in a recent pop-up shop we had a mother who created a ruby ring for herself, then a smaller one for her daughter.
Kashiyama is part of the Onward Group, which dates back to 1927 and is based in Japan. Onward has more than 60 brands worldwide, including J. Press. It’s one of the biggest fashion groups in Asia, says Mather, and it’s had huge success with its bespoke suits.
The Onward Group launched the Kashiyama brand in 2017 as a made-to-order suit company that uses an exclusive factory strategy “to achieve low prices and fast deliveries”, the company said on its website. It has over 50 stores in Japan and around the world, and suits start at around $300 and go up to around $1,500 for Italian wool.
Above: Kashiyama started as a bespoke suit brand, but is expanding to include fine jewelry in its offerings, hoping to take advantage of more people buying jewelry for themselves and want to customize them to their liking, according to the company (photos courtesy of Kashiyama).
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