Sae Asaoka transforms cherished jewelry into custom-made keepsakes

In Tokyo, Japan, Sae Asaoka established her custom jewelry brand called Sitate during the height of the COVID-19 pandemic. As the department stores that previously sold her Plant/Plant jewelry line halted orders, Asaoka faced the threat of going out of business. During this challenging time, she received requests from customers to remake old jewelry pieces, including family heirlooms, which led to the inception of Sitate. The word 'Sitate,' meaning 'custom made' in Japanese, encapsulates her focus on bespoke creations while also offering a designed collection. Asaoka's creations often incorporate elements that have emotional significance, such as broken charms, single earrings, and family treasures that evoke personal memories. She crafts items like charm bracelets using 18-karat gold and charges a fee for each charm, extending the sentimental value through personal stories connected to the pieces. For her, these materials, whether of financial value or not, hold a deeper emotional weight and represent cherished memories. The custom jewelry process requires close collaboration with her clients and a willingness to deviate from conventional perfection, which Asaoka believes restricts creative freedom. Her bespoke pieces, however, demand a lengthy creation time of three to five months, reflecting her commitment to meticulously crafting each piece. Asaoka shares that communication with her craftsmen can sometimes be challenging because of the different philosophies around perfection in jewelry design. Nevertheless, the personalized nature of her work brings clients joy as they wear and share the stories behind their pieces. Ultimately, Sitate serves not only as a business model but also as a creative outlet for Asaoka during a period of uncertainty. Her work resonates with clients looking for meaningful items that reflect their individual histories, making Sitate a poignant commentary on the power of jewelry beyond mere aesthetics.