The story of a new challenge launched at the PR company that wants to “Let’s Have Fun!”—told through MASHIRO, a jewelry studio where you can discover one-of-a-kind gemstones from around the world.

Jewelry Studio MASHIRO, where you can discover a wide variety of one-of-a-kind gemstones from around the world and create a one-of-a-kind custom-made piece online from the gemstones you receive, opened this year on April 6 (White Day).

Eight months after opening, we already have more than 10,000 followers on Instagram, and every day we deliver encounters with distinctive gemstones and one-of-a-kind custom-made jewelry.

Why did we choose the path of an online-focused studio centered on discovering gemstones and offering custom-made jewelry, rather than developing a ready-made collection (off-the-shelf products) as a jewelry brand?

And why are we pursuing such a D2C business as a new challenge for a PR company?

In this article, we will introduce the thoughts and reasons behind the launch, as well as MASHIRO’s services.

What is Jewelry Studio “MASHIRO”?

Jewelry Studio MASHIRO is:

It is an online jewelry studio. With only your smartphone, you can discover a wide variety of gemstones gathered from around the world wherever you are, and continue creating jewelry from them.

Everyone can enjoy the ultimate jewelry experience—from encountering gemstones, the true stars of jewelry, to custom-made jewelry—an opportunity that has not been easy to come by.

“Discover one-of-a-kind gemstones from around the world”

With a robust online experience like a gemstone encyclopedia, you can enjoy discovering a wide range of gemstones.

In addition, our Gemstone Discovery Support Program includes a free return guarantee. You can return a gemstone even if it is simply not to your taste, allowing you to collect gemstones online with confidence.

Gemstones are luxurious and beautiful, and we deliver them in gift packaging that you can enjoy whether you display it as-is or give it as a present. Meeting a gemstone that resonated with you online becomes an exciting experience.

Gemstones have been connected with people since before the Common Era, and were originally closely tied to everyday life—as amulets to pray for safe voyages, as a way to convey feelings to someone, and even as treatments, among many other uses.

For example, the gemstone emerald, familiar to many of you, has been connected with people since as far back as 4,000 BC. Beyond being a gemstone, its soothing, beautiful green brilliance was valued by artisans for its eye-relaxing effect.

Jewelry, at its core, is about encountering gemstones—and those gemstones have many different uses.

With that in mind, we deliver this connection with gemstones not through finished jewelry, but through the most exciting and enjoyable approach: starting with the encounter itself.

When people hear “gemstones,” many may brace themselves because of the price, but at MASHIRO we offer carefully selected gemstones starting from under ¥10,000.

“Create a one-of-a-kind piece of jewelry from the gemstones you have collected”

From the gemstones you have collected, you can create a one-of-a-kind custom-made piece of jewelry whenever you like.

This can also be done online: simply choose your preferred design frame and specify the material, color, gemstone orientation, and more to easily create your ideal jewelry.

When you place an order, a specially developed return kit with free round-trip shipping will arrive at your home, allowing you to return your gemstones easily by simply placing them inside. The kit also includes a tool to measure ring size, so you can proceed with confidence even if you do not know your size.

Once your gemstone arrives at MASHIRO, we create a 3D CG rendering tailored to it. You can review the image in detail as data, and skilled artisans in Japan will craft each piece of jewelry individually and deliver it to you. These custom jewelry pieces can be made starting in the ¥20,000 range.

Custom jewelry can feel like a budget hurdle, much like gemstones themselves, but by combining online sales with 3D technology, MASHIRO makes it possible to create a one-of-a-kind custom jewelry piece at an approachable price.

In the same way, you can also remake a finished piece of jewelry into a new one.

In an era where convenience takes the lead, we want to deliver opportunities that enrich everyday life.

Finally, we would like to share why MASHIRO delivers this experience starting with the encounter with gemstones, in the form of a studio—rather than as a brand or ready-made products.

There are several reasons, but first, we decided to prioritize creating opportunities over building a brand world. This is because we want to help enrich the lifestyles of the people involved, rather than simply have them become fans of a brand’s world.

In modern times, convenience has improved at an extraordinary pace. Thankfully, with a smartphone in hand, we can obtain almost everything in our lives anytime, anywhere.

We have also become able to purchase reasonably good products at very low prices thanks to the power of mass production. The benefits are immeasurable.

However, on the other hand, it feels as though many opportunities that enrich the heart—taking time and spending money to enjoy something—have been lost.

That is why, at MASHIRO, we thought that by making use of materials such as gemstones and jewelry—unnecessary for daily life, yet intertwined with people’s lives since before the Common Era—we could create opportunities to enjoy life more richly.

A gemstone that only you encountered—and from that one-of-a-kind gemstone, creating jewelry that is uniquely yours. If we can create an opportunity to deliver such a rich experience to everyone online at an approachable price, it may become an opportunity to rediscover jewelry, which was once a familiar presence, and an opportunity to enrich the lifestyles of the people involved, even if only a little. That is what we believed.

Not logic, but value that fulfills your own sensibilities and feelings. The value of owning something that only you have. We believe that engaging with such emotionally valuable things can lead to a richer life—or become one of the opportunities that makes it possible.

In fact, the vast majority of people who follow MASHIRO on social media are those who previously had nothing to do with jewelry.

Consumption becomes even more wonderful when there is not only a direct relationship between people and things, but also events and experiences that come between them.

MASHIRO will continue to discover gemstones and keep creating jewelry. With the mission of delivering this rich and wonderful experience to everyone, we will continue our activities.

“Let’s Have Fun!”—the DNA of SUNNY SIDE UP as a PR company.

Through the jewelry studio MASHIRO, we do not aim to sell jewelry; we aim to “Let’s Have Fun!” by bringing richness to people’s lifestyles.

Next time, we would like to introduce the many user stories and projects that were sparked by MASHIRO.

MASHIRO Official Website: https://mashirojewelry.com/