We interviewed Ms. Shionoiri, the designer and founder of 'ryuroru,' a Japanese accessory brand with a concept inspired by the 'ocean' and 'space,' who is also active internationally.
Q/The jewelry embodies the image of mature and independent women and gives them confidence when worn. They are sophisticated accessories with such an atmosphere. What was the concept behind this design?
The concept of the brand is “the ocean and the universe”.
In launching the brand, I faced myself and asked myself, “What do I want to make and what do I want to cherish…? Looking back on my life, I realized that I had been drawing and creating things with the themes of “the ocean” and ” universe” since I was a child, and I drew from there.
The ocean and the universe” also appear as keywords. I am a Buddhist myself, and since my junior college was Buddhist-oriented, my experience of feeling that Buddhist art is the ultimate expression of beauty also lives on in my work.
Translated with DeepL.com (free version)
Q/ What is the image or motif of your design?
Based on the concept, I chose motifs from the three pillars of the ocean, the universe, and simplicity to develop the designs. Initially, many pieces were visually straightforward. For example, I directly incorporated waves and seashells into my accessories, creating pieces that conveyed the motifs clearly.
Over time, I gradually abstracted the motifs, allowing the viewer to imagine what the piece would look like in their hands.
Q/How did start the brand?
In launching the brand, I had the invaluable guidance of two mentors.
One mentor taught me the business aspects of running a brand. The other mentor instructed me in the craft of making accessories. I attended a professional training course at an accessories school, where I learned the skills from the ground up.
Q/You learned the craft at an accessories class. What were you doing before that?
After graduating from junior college, I worked as an office worker. From there, I kept changing jobs, always searching for what I wanted to do.
I worked as a designer’s assistant in the sales department of the restaurant industry and at an artists’ accessory store with its main store in Aoyama, Tokyo. I also worked as a designer’s assistant at an OEM accessory planning company. It took some time, but through these various experiences, I realized that what I truly wanted to do was both creating and designing.
Q/'Designing and creating' What did you do once you had a clear idea of what you wanted to pursue?
After that, I started making accessories as a hobby. Then I faced a pivotal question: ‘Should I enjoy my hobby as a pastime or turn it into a career and pursue it seriously?’ I found myself at a crossroads.
At that time, I met a master at a class whose work deeply impressed me. I thought, ‘If only I could study under someone I respected…’ Looking back, it seems like a fortuitous fate. This encounter, which seemed coincidental at the time but turned out to be destiny, inspired me to move forward.
Q/It was fate that brought you together. That's where you learned and how you arrived at where you are today.
I expected it to take years to launch the brand, but the school was quite spartan (laughs). Within a year, I made my debut at an exhibition. It was the most driven and intense period of my life. Then, at the age of 31, I launched my brand.
Q/How and where do you sell your accessories?
I often sell my items at fashion buildings and art facilities such as PARCO and Spiral. I aim to be close to my customers so they can easily enjoy shopping with me.
We frequently exhibit at pop-ups and events rather than having permanent installations.
Q/You took on the challenge of exhibiting in New York, USA. Did you always have a desire to expand your business overseas?
Around 2019, an acquaintance of mine exhibited at Arcade Japan, a pop-up store in New York City. Looking back, that experience was quite inspiring.
Later, I met a representative of RESOBOX, which promotes Japanese culture in New York, at an exhibition in Japan. This connection gave me the opportunity to meet and exhibit with Yoko, the representative of niji.
Q/What was it like to actually try to enter the overseas market?
At first, there was only a small range of items to exhibit, so the response was weak. However, as the scale of the event grew, I began to focus on silver items, and the trend evolved into a viable business.
In terms of design, unique styles and lineups that are not as popular in Japan have been increasingly accepted by customers. I believe my expression and possibilities are expanding.
Niji is pleased to have you join us for an event at the Chelsea Market in New York City.
Q/How is the reaction of people around you?
The power of the word ‘New York’ is especially eye-catching to young artists and designers. I would be happy if I could be an inspiration for them, encouraging them to try their hand overseas.
The experience gained by exhibiting abroad, rather than staying in Japan, should enrich their work.
One of the interesting aspects of the program is the difference in values that come from cultural differences, such as a design that doesn’t get much response in Japan but is well-received overseas. We would like them to experience this unique aspect of the program.
Q/What are your goals and prospects for the future?
Our first goal is to receive orders from local store buyers.
To achieve this, we need to showcase our works in various venues and create opportunities for them to be seen by many people. We will carefully finish our works and secure funding. I believe that by building a track record, our dream will start to become a reality. I would be happy if I could make steady progress toward an evolving future, one step at a time.
Message from niji
We thank Ryuroru for her active participation in Niji’s events in New York. We are also very happy to help make her brand known to customers in New York. We look forward to continuing our collaboration and expanding our market in the U.S. through trial and error to fit the New York market.
