PARCELLE layers a week of pop-ups onto its Matsuyama jewellery counter
A gemstone marché, a pop-up shop and a trunk show run back to back at Iyotetsu Takashimaya — three ways to keep one small counter feeling new.
PARCELLE, the Tokyo jewellery brand, is running three back-to-back events at Iyotetsu Takashimaya in Matsuyama this month, layering a gemstone marché, a pop-up shop and a trunk show onto the permanent counter it has held in the store since April 2025, according to the brand.
The counter itself was PARCELLE's first permanent presence in the Chugoku-Shikoku region, the company said, part of a network that now spans roughly a dozen department stores nationwide — Takashimaya's Shinjuku, Yokohama, Kyoto and Osaka stores among them, plus Hanshin Umeda, Abeno Harukas and Daimaru Fukuoka Tenjin.
The programme runs in three stages: a CARAVAN & STONE gemstone marché on 8-9 August, with buyer and designer Yoko Miyamoto on hand and unselected rough stones sourced from Hong Kong alongside 16 varieties of coloured gems including August's peridot birthstone; a pop-up shop on the third floor from 12-18 August selling Pomponne earrings and pendants in a new 8mm size alongside the existing 4mm and 6mm, timed with the debut of a new Mille Gothique pearl ring at the permanent counter; and a trunk show on 21-22 August introducing five new Mille Gothique ring designs with milgrain detailing.
The layering is the point: rather than one event, PARCELLE is giving shoppers three separate reasons to return to the same handful of square metres inside a single month, a low-cost way for a brand outside the luxury-maison tier to keep a regional department-store floor position feeling current against the pull of Tokyo.