Miluna upcycles natural stones that have been used in jewelry to create new pieces. This emerging brand is gaining significant attention for its commitment to sustainable manufacturing through jewelry, which also helps reduce the environmental impact and unfair labor associated with mining. Ahead of Golden Week, Miluna announced the opening of a limited-time store. The location is the recently opened Barneys New York, Seibu Shibuya store. We spoke with Mayuko Yamamura, who works as a buyer, about the appeal of Miluna and the limited-time store.

Ms. Yamamura, the buyer, studied at the prestigious Central Saint Martins in London, a school that has produced many famous designers. She joined Barneys New York eight years ago and has been in charge of jewelry buying for a long time, making her a true professional in the field. We began our interview by asking her about the process of deciding to carry Miluna.

“I learned about Miluna through an introduction from our brand communication department’s director. I was immediately interested when I heard they were involved in sustainable practices. I had also thought that jewelry was particularly well-suited for sustainability, as used jewelry can be dismantled into dead parts, with the stones used as materials for new jewelry and the metal parts melted down for reuse. So, I made the decision to partner with Miluna on the spot. As the weather warms up, colorful jewelry is especially in demand, so the timing was perfect.”

Miluna's sustainable initiatives have been recognized by a jewelry professional. The jewelry designs themselves are very simple, but what aspects are appreciated by customers?

“It’s the encounter with the stones, I believe. No two stones have exactly the same appearance; even within the same type, each has its own unique character. While there’s a wide range depending on the stone chosen, Miluna also offers jewelry that can be purchased starting from around 20,000 to 30,000 yen. It’s a brand that appeals to a wide range of ages, including young women, and it’s also convenient for finding gifts in a suitable price range. Another major appeal of Miluna is the custom order service, where customers can choose their preferred stone from a loose gem. Furthermore, the metal parts used by Miluna are 10K or 18K, crafted to a standard close to fine jewelry. This means that even those who are sensitive to plated materials can purchase with confidence.”

Do jewelry trends change as rapidly as fashion trends!?

“Fashion trends change quickly, but jewelry trends have a slower cycle. Earcuffs have been trending for about three years now. With more young women opting out of piercings, an increasing number are choosing earcuffs. Also, since the pandemic, demand for necklaces has increased. As wearing masks became more common and remote meetings became widespread, the importance of neck adornment has grown. In general, there’s also a rising demand for natural stones, known as colored stones. Even within the same type of stone, the hues vary individually, and a wide range of colored stones, from precious to semi-precious, are being chosen. Incidentally, at Barneys New York, sapphire in blue tones is particularly popular.”

What kind of styling and occasions does Barneys New York suggest for pairing with jewelry?

“We recommend enjoying colored stone jewelry coordinated with your outfits, not only for everyday outings but also for trips to resort destinations. On the other hand, diamonds are versatile and can be worn daily. As a reaction to the decrease in opportunities to go out during the pandemic, there seems to be a current demand for a more positive mood. Many brands are also featuring vibrant colors in their overall fashion, which I believe influences the popularity of colored stones. Miluna’s designs are simple and sophisticated, so they can be enjoyed layered with other jewelry or by stacking multiple rings.”

Ms. Yamamura mentions that necklaces have been selling well during the pandemic, but what is now being sought from jewelry?

“While there were some fluctuations by store, overall sales have been steady. Customers have also expressed a desire for items that uplift their spirits, perhaps as a substitute for reduced travel. Unlike clothing, jewelry has the characteristic of being long-lasting and not easily depreciating in value. In a world where the future is uncertain, diamonds are particularly popular for their asset value.”

Could you tell us again about the features and appeal of this limited-time store?

“While online shopping is certainly convenient and enjoyable, I feel the importance of experiencing things firsthand by actually visiting a store. At this limited-time store, with the cooperation of Miluna’s director, Ms. Ishida, and her staff, customers can choose their preferred stone from a loose gem and place a custom order. It’s a rare opportunity for customers to interact directly with the director, so I hope they take full advantage of it. Also, encounters with stones can feel fated. I believe that seeing them up close can stir something within you.”

Finally, we asked about Barneys New York’s future sustainable initiatives.

“We want to continue supporting brands that are engaged in sustainable practices. Although details are still undecided, we are planning new projects, so please look forward to them. By the way, for the interior of this limited-time store at Seibu Shibuya, we have used an upcycled building material called StellaPop for the fixtures, which is made from fabric scraps generated during clothing production and discarded garments. Additionally, the mosaic art that was cherished for many years at the Shinjuku store has been carried over to the Seibu Shibuya store. We would be delighted if visitors could also appreciate these sustainable initiatives of Barneys New York when they visit.”

With the concept of “Cherishing today’s brilliance to pass on to the future, in order to protect the beauty of our vibrant Earth,” Miluna offers sustainable jewelry using deadstock natural stones and pearls. The brand makes its first appearance at Barneys New York, Seibu Shibuya from May 3rd (Wednesday) to May 15th (Sunday) for a limited time. During this period, a full collection of new earrings, necklaces, rings, and more, featuring unique natural stones and pearls with beautiful transparency, will be showcased. Custom orders will also be available on the following dates.