AERU｜PRODUCER

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Brand

Utilizing the wisdom of our ancestors in our daily lives, we pass on Japanese traditions to the next generation.

aeru, a brand of tradition for all ages

2011
Producer
Rika Yajima

History

I want to convey the excellence and delightful experience of Japanese craftsmanship!

aeru - the Japanese traditional brand for all ages, is the in-house brand of aeru company, which was established in 2011.

We work with craftsmen from all over Japan to create original products that can be used from birth to adulthood and last a lifetime.

The name "aeru" was chosen based on the concept of creating new value by bringing out the individuality and attractiveness of different materials while preserving their characteristics, just like how the cooking term "aeru" (meaning "to dress" in Japanese).

The founder, Yajima, grew up without the opportunity to see traditional crafts in her daily life.

Yajima was attracted to craftsmen and the allure of tradition, and from the age of 19, she traveled around the country to interview artisans who were connecting traditions.

While working to disseminate about Japanese artisan, she was deeply moved by the sooth tactile experience of using lacquered chopsticks gifted to her by a chopstick artisan.

She wondered why, in spite of having so many traditional treasures, Japanese industries are said to be in decline.

What she realized is that even Japanese people doesn't have an opportunity to learn about Japanese traditions in the first place.

She feared that people today were falling out of touch with the wisdom of their predecessors, to which they have been linked for centuries.

In the postwar period, Japan experienced rapid economic development and lifestyle changes, and traditional culture has been left behind in some aspects.

As Yajima put it, "Japan has a lot of fascinating handicrafts. If more people incorporate traditional handicrafts into their daily lives and use them from childhood when they are more sensitive, more people should keep Japanese traditions in their hearts and minds as they live enriched lives.

" This is the idea that inspired me to start my own business.

Characteristic

Connecting Japanese Traditions to the Next Generation

Japanese craftsmen, who have traditionally made items for adults, were asked to create daily necessities that can be used from birth in a form that fits the modern lifestyle.

By creating a culture of "giving Japanese tradition as a gift" for birth and birthday celebrations, not only can children encounter traditions at a young age, but the givers and their families can also have the opportunity to learn about them, creating a cycle of "knowing".

The things that children are exposed to in their childhood will remain in their memories even after they grow up.

Children who are exposed to "real things" made by craftsmen with their hearts and minds will have a sensory awareness of Japanese traditions when they become adults.

The baby shower gift should be changed from a "gift of things" to a "gift of Japan.

I believe that this change will create a cycle that connects traditional industries.

This is the reason why we launched "aeru," a Japanese traditional brand for all ages.

We are involved in the product development process from the conception stage, and have created products that both babies and adults will want to use, making full use of the techniques of traditional industries while sharing ideas with the artisans.

We believe that genuine products that nurture children's sensibilities and values and stay with them throughout their lives will have a strong identity when they eventually spread out into the world.

For Customers

Japanese tradition makes people kinder.

Japanese traditional crafts are highly valued overseas for their exquisiteness and high quality.

The reason for this can be attributed to the "spirit of craftsmanship" of the artisans.

Since ancient times, Japan's natural environment has differed from season to season, requiring wisdom and ingenuity to overcome these differences.

Accumulating skills and experience to create better products was both a way to improve people’s lives and a way of being kind to those who used them.

Crafts made one by one by the hands of artisans are full of thoughtfulness and warmth.

What we need to connect is not only the crafts themselves, but also the invisible kindness of the craftsmen who made them, the feelings of the people who gave them to us, and the spirit of using things with care.

We believe that we can create a spiritually rich and beautiful society by using things full of sincerity in our daily lives and enjoying the changing of the seasons and the passage of time.

We hope that through our products you will encounter genuine traditions and feel more kindness in your life.