Turning Hidden Treasures into New Value

Kishun Inc. has transformed Japan's perception of reuse jewelry through a visionary "reframing business" model that converts items once seen as waste into valuable, beautifully reimagined assets.

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Founded ten years ago by Shun Tsuji, the company has grown from a one-tatami-mat office into a publicly listed enterprise driving innovation and sustainability in Japan's rapidly expanding reuse sector.

Tsuji's inspiration came from an overlooked corner of the jewelry trade. “At that time, colored stones had almost no value in the market,” he recalled. “I saw boxes of them being thrown away. I thought—why not give them new life?” That idea became the foundation of Kishun's business: taking discarded jewelry and transforming it through expert restoration, authentication, and contemporary design.

As the reuse jewelry segment matured, Kishun invested heavily in creating in-house capabilities that ensured both trust and quality. The company established its own laboratory and educational institute to train professional appraisers who can identify authenticity, treatments, and enhancements with precision. “Our process begins with recognizing the real value of each stone,” said Tsuji.