The first store of the jewelry brand “i.festaria” has opened at NEWoMan Yokohama. The new format is built around multisensory experiences, including scent and the sense of smell, and the company aims to open 10 stores over the next 5 years.
The first store of the new jewelry brand “i.festaria” opened at NEWoMan Yokohama on 10 September. Its concept is to offer a shopping experience that combines sight, hearing, smell and touch. Customers can intuitively select fragrances and words using a touchscreen called Kaorium. The approximately 41 sq. m. store is centred on open display fixtures, allowing customers to pick up and try on jewelry freely.
The target demographic is people in their 30s and 40s. The product lineup focuses on rings, bangles and other items, with silver products accounting for slightly more than 70% of the range. Prices are mainly in the ¥20,000s to around ¥40,000, with some higher-priced K10, K18 and platinum items also available. Surface treatments, including hammered, engraved and matte finishes, create differences in texture, while natural stones are paired with woodgrain-style patterns to create a warm aesthetic. Going forward, the company will also strengthen its use of outfit-coordination posts on its official website and communications through social media.