Gold and silver, precious metals, continue to soar in price, making them increasingly difficult to obtain. In this climate, NS by NOUSAKU proposes new jewelry crafted from tin, a precious metal second only to silver. This report covers the launch event for their first collection, directed by acclaimed architect Yuko Nagayama.

Founded in 1916, Nousaku is a long-established company based in Takaoka City, Toyama Prefecture, renowned for its Takaoka copperware. The company has pursued casting technology—melting metal at high temperatures and pouring it into molds to achieve desired shapes—and has challenged itself with various products. While primarily manufacturing Buddhist ritual objects and tea ceremony utensils from its founding through the post-war period, its focus shifted towards artistic crafts with the changing times. Since the 2000s, the company has evolved to produce interior goods and tableware using brass and tin. Their tumblers and vases made of 100% tin, in particular, have garnered high praise and established the Nousaku name as something special.

Among the many metal casting manufacturers in Takaoka City, Nousaku stands out because it has successfully adapted its business model to the changing times. Following its main cast products, the company's next major undertaking was its new headquarters, completed in 2017. This facility serves as a place to pass on the company's refined craftsmanship to the next generation and as a hub for industrial tourism, producing goods for the global market. It features a popular cafe where visitors can enjoy meals made with local ingredients served on tinware, and also offers factory tours and accommodation, functioning as a venue for tin wedding anniversaries.

While silver wedding anniversaries (25 years) and golden anniversaries (50 years) are well-known celebrations, the 10th wedding anniversary is honored with a tin wedding. Nousaku has embraced this ceremony, where couples share special moments with family and friends, as a business initiative. Chiharu Nosaku, the representative director, experienced a surprise tin wedding arranged by her employees and described the profound sense of elation and happiness she felt wearing a tin ring. This experience led her to rediscover the understated joy, the supple yet strong resilience, and the quiet yet dignified presence of tin. Inspired by these qualities and the potential of tin, Nousaku embarked on the creation of unique tin jewelry.

Tin is characterized by its suppleness, lightness, skin-friendliness, antibacterial properties, and its ability to develop a beautiful patina over time. To transform these properties into jewelry while maintaining their essence required a certain degree of strength and durability, achieved through numerous trials and errors. Through extensive experimentation with gold content, Nousaku developed its proprietary tin material for jewelry, called 'tin gold.' Naturally, it has passed all allergy tests.

Furthermore, by acquiring Ubonex, a company specializing in integrated jewelry manufacturing, Nousaku was able to translate tin gold into delicate products. Each piece is shaped by the hands of artisans, with quality checks conducted at a microscopic level during finishing. The brand name was decided as 'NS by NOUSAKU,' derived from the initials of 'N' from 'Nousaku' and 'S' from 'Sakuzo' (manufacturing). When reversed, it signifies 'SN,' the chemical symbol for tin.

It goes without saying that design plays a crucial role in jewelry creation. While Nousaku had previously worked primarily with male designers, the company sought to engage a female designer from the outset of its jewelry venture to best express the delicacy and suppleness of tin. The ideal candidate would possess not only design expertise but also the ability to shape the brand's overall aesthetic, including its retail spaces. The choice fell upon architect Yuko Nagayama.

Nagayama, known for her work on projects such as the Shinjuku Kabukicho Tower and the Japan Pavilion at Expo 2020 Dubai, had prior experience directing jewelry brands. She accepted the offer with enthusiasm, stating, "I've always loved jewelry, and I knew of Nousaku, so I readily agreed." She shared with Representative Director Chiharu Nosaku many personal commonalities and a deep empathy and understanding for the concept of tin weddings. The resulting first collection features organic and delicate designs, inspired by ribbons that gracefully wrap around the body, combined with akoya pearls, which complement tin beautifully.

Nagayama also emphasized genderlessness, agelessness, and scenelessness in her design approach. The unveiled collection comprises 24 items, including earrings, ear cuffs, necklaces, and rings. All pieces feature flowing curves and a subtle luster distinct from silver or platinum. "The price point is accessible for jewelry, so we encourage mixing and matching," Nagayama added. "These pieces are designed to complement various settings, from the office to parties, and you'll feel them become more comfortable and familiar with wear."

The tin jewelry, with its understated yet distinct presence, possesses a fascinating blend of modernity and a subtle Japanese aesthetic. Its unique positioning, distinct from both high-end fine jewelry and inexpensive fashion jewelry, makes it a brand worthy of attention for anyone with a free and flexible sensibility. We encourage you to visit the limited-time store at Isetan Shinjuku Main Building or the flagship store opening on November 20th (Wednesday) at COREDO Muromachi to experience these pieces firsthand.