An epic challenge began from the space of just one tatami mat

Tsuji, who had more than 10 years of experience working in sales at a jewelry store, founded Kishun together with two of his colleagues. Spurred by the desire to contribute to society through jewelry, they rented a space of about one tatami mat (a traditional Japanese floor mat measuring about 1.8 by 0.9 meters) and got to work.

Value of jewels increased by about 20 times
Established Kishun based on a belief in business potential

Purchasing second-hand jewels, adding value, and selling those jewels— Tsuji tried out a business model that continues to this day. This model made it possible to find value in jewels that customers had previously viewed as worthless. Sensing great potential in these activities, Tsuji founded Kishun Inc. in the city of Kawaguchi, Saitama Prefecture.

Rapid growth leads to expansion into Tokyo
Opened an office in the Oji neighborhood of Kita Ward

Sales exceeded 100 million yen just one year after the company was established. In conjunction with its rapid growth, Kishun moved to its new office in the Oji neighborhood of Kita Ward, Tokyo. The move was also a strategy aimed at further growth.

First exhibition at tradeshow was a huge success
Established a new sales channel

Fulfilling a plan that had existed since its founding, Kishun exhibited at a tradeshow in Japan for the first time. Thanks to the appeal of Kishun’s unique products, the exhibition was a huge success that rivaled even the most prestigious jewelers. The company’s booth was so popular with customers that staff worked from morning to evening without a break.

• Established a Jewelry Factory to handle in-house production of products
• Moved office to the Urban Top Building in the Higashi Ueno neighborhood of Taito Ward, Tokyo

First challenge of exhibiting overseas
Coming back from a huge disappointment

Kishun exhibited overseas for the first time at a tradeshow in Hong Kong. However, the company was unable to fully understand the differences in target audience and demand compared to Japan, and sales were less than expected. Undaunted by this setback, Kishun used the lessons learned in Hong Kong when exhibiting for the second and subsequent times. As a result, it was possible to achieve a similar level of success as in Japan. Afterward, Kishun expanded its exhibition locations to include Bangkok and Las Vegas.

• Moved office to The Gate Ueno Building in the Higashi Ueno neighborhood of Taito Ward, Tokyo

Organizational development (establishment of departments)

Established “Pocket by Kishun” to provide
jewelry to general consumers

In response to the recent jewelry boom, Kishun started a B2C business for providing jewelry to general consumers. Kishun selected the brand name “Pocket by Kishun” in hopes that it would seem inviting to customers, and then began selling at tradeshows and online platforms for general consumers.