TOKYO—Misui, a Barcelona-based jewelry brand that was started two years ago by the 175-year-old, family-run company Unión Suiza, is making its first international foray with an entry into the Japanese market.Misui showed its diverse collection at a launch event in the Spanish embassy in Tokyo Wednesday. Pieces range from oversized, hollow sterling silver fruit pendants, which go for 130,000 yen, or $1,156, to a necklace crafted from yellow gold and color stones, priced at 2.45 million yen, or $21,781.“Misui is like an editorial of jewelry,” said the brand’s artistic director, Marc Monzó. “We wanted to build a brand that expresses what jewelry is today. The inspiration is jewelry itself, so the baseline of the brand is ‘celebrating jewelry.’ All that we want to express is our passion for the craft.”All of Misui’s pieces are made in Spain, and while there is no one look that epitomizes the brand—some items are fluid and modern, while others are simplistic and traditional—Monzó believes it will resonate with Japanese customers.“Japanese people can read objects. Even the young people understand materials, and they have a lot of curiosity. They’re very interested in something which has a sense of being,” the designer said.While Monzó said none of Misui’s designs have been directly influenced by Japan or Japanese culture, they do share some of the same ideals. He pointed to a collection of rings and necklaces made from platinum with small, narrow baguette-cut diamonds. The stones are all the same proportions, but have been arranged in various ways to form criss-crossing shapes.“It’s not inspired by tatami, but it’s a similar concept. It’s finding a solution for a space with just one element,” Monzó said.Misui will open its first pop-up store in Japan next month at the Hankyu department store in Osaka. The brand hopes that in the future it will be carried by a mix of department stores and smaller retailers.The Spanish label is the latest fine jewelry brand to enter the Japanese market, where jewelry is still a relatively new part of the retail landscape. Last April, Jason of Beverly Hills opened a flagship store in Tokyo’s glitzy Ginza neighborhood.
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