YUUWA【Pig suede】

"Capture your colour. The colours that flow around you today. The colour cheers you up."

these are the concepts of the earring brand YUUWA, established in June 2019.

Just looking at the colourful earrings by YUUWA makes me feel so excited.

In 2019, the Japanese era changed from "Heisei" to "Reiwa"with the enthronement of a new emperor.

It was at this turning point the YUUWA brand was born.

I heard the following story from Mr.YUUWA himself.

In his everyday life, he was always surrounded by leather goods such as bags and purses.

A casual browse around some shops would invariably end in the discovery of some interesting pieces of leather.

At the very beginning, Mr.YUUWA made small leather goods such as pass cases for himself.

One day, upon finding some quality pigskin suede, a friend suggested to him “ Why don’t you make some earrings with that?”.

Earrings were never Mr.YUUWA’s thing, he has never worn or bought them, but despite having no history with earrings, he started to hand-make them. 

At the very beginning, he could not discriminate easily between pig suedes that would be easy or difficult to work with.

He also struggled with the bond, as its a specific type used to bind suede, and is tricky to manage. 

“It’s difficult!” he whispered to himself, as he tried to grasp how much strength should be applied with the hammer.

He identified his points for improvement and little by little he started to get the hang of it.

“which part is the most difficult?” I asked.

He answered with certainty “Every part!”.

“I make 3 sets of earrings per hour. At least one of them will be good enough for selling, maybe two if I’m lucky.

Sometimes, I might make a mistake right at the very end of an otherwise perfect production. I can’t sell earrings with even the slightest production flaw, such as tiny scratches or curved posts.”

Pieces of leather can vary from one to the next, especially when dealing with different parts of a leather, such as chest or back. Variations include thickness and hair density.etc

If the leather is too thick, he has to make it thinner. It is important to notice the differences of each leather and adjust them accordingly. Mr.Yuuwa has never given up and trial and error has given him a keen sense of professionalism.

“It’s not just about selling, I like to think that my products can have a positive effect on the wearers mind and outlook.” 

I could feel Mr YUUWA’s strong sense of responsibility and desire to interact with his customers and create high quality items for them.

The shape of YUUWA earrings is simple, the colours are varied and you will enjoy your time browsing through them.

The images of YUUWA’s earrings are very “pop” and always makes us excited about them.

Mr.YUUWA often gets ideas while visiting shops selling varieties of leathers and tools related to his work.

Sometimes he also goes to unrelated exhibitions, as they also give him many ideas and hints for decorations.

“To get more ideas, I try to explore the wares of many different brands, even those with products quite different to my own.

Seeing this variety gives me many hints of things I could create”.

Researching new ideas with curiosity and an adventurous spirit helps him to evolve their potential.

The attitude I see in him is one of discovery within the everyday world around him. It seems anything can be an inspiration for YUUWA.

The shops name “YUUWA” sounds very soft and kind. I really love it.

Little by little, they started to get orders.

When looking at customer’s photos of the wearing their earrings, Mr.YUUWA feels very happy to see how his simple earrings change and meld with the aura of the person, to become something new.

When customers are choosing colours, they have struggles such as “I would usually choose this colour but I want to try this new colour”. However, even when it’s hard to choose the colour, there are still always smiles on their face.

I am sure that every colour you choose will suit you and become one with you.