Jewelry brand “ai festaria” opened its first store on the fifth floor of NEWoMan Yokohama. It has introduced the Kaorium fragrance AI diagnostic system, combining fragrance-and-language experiences with music to appeal to fashion-conscious younger consumers.
Festaria Holdings opened the first store of its jewelry brand “ai festaria” on the fifth floor of NEWoMan Yokohama. The brand’s concept is “finding your individuality through accumulated sensations,” and it offers fashion jewelry made with natural stones, silver and 10-karat gold across a broad price range.
The store covers approximately 41 square metres and is designed so customers can freely pick up and try on the products. Two Kaorium fragrance AI diagnostic systems have been installed, offering an experience combining fragrance and words. The store also appeals to the sense of hearing through features including background music created by a sound creator. Festaria HD President Sadamatsu Tatsuya (貞松 隆弥) said the company would propose jewelry that reflects customers’ inner selves, expressing its intention to deliver experiences of non-visual value, such as fragrance and sound.
The reason for launching the new brand is to attract the fashion-conscious next generation. Festaria HD explained that ai festaria aims to create points of contact distinct from its existing brands, which are mainly located in department stores and shopping centres, and wants members of Gen Z and Gen Alpha to enjoy jewelry as well. It is also considering overseas expansion in the future.
Festaria HD currently operates 4 brands. Through new store openings at commercial facilities in urban areas, it is advancing proposals for jewelry suited to younger consumers’ lifestyles. President Sadamatsu reiterated the intention to offer products suited to younger consumers’ lifestyles and indicated a policy of seeking to win next-generation fans by creating different points of contact.