The Journey of Usagiya and the Future
I spoke with Kyoko Izawa from KURABUN.
Reflecting on 30 Years: A Journey Supported by the Community
The Kurashiki store has celebrated its 30th anniversary. Please share your honest thoughts on this.
Izawa (no honorifics)
At the "Birthday Fair 2025" held to commemorate the 30th anniversary, we received many words of congratulations from our customers.
Seeing the staff interacting with customers with smiles made me realize once again that we are supported by the local community. I feel that the Kurashiki store, being the first store, has a special atmosphere.
In the 30 years of history, are there any particularly memorable events or turning points?
Izawa
Major turning points include the opening of a large shopping mall nearby and the expansion of our store network.
As competition increased, we faced the challenge of how to express the uniqueness of "Usagiya" while sharing information and utilizing the individuality of each store.
The Unique Value and Commitment of "Usagiya"
In a competitive environment, what are the "strengths unique to Usagiya" that continue to gain customer support?
Izawa
What we value most is customer service and hospitality provided by knowledgeable staff, which is unique to physical stores.
We emphasize not just boasting a wide selection, but also providing a space where customers can actually try samples and experience workshops.
How is the expertise of your staff cultivated?
Izawa
In addition to daily study sessions, we conduct a stationery knowledge test with all staff once a week.
Moreover, for specific areas such as high-end writing instruments, we have "concierges" who have studied those areas in depth, ensuring we can adequately respond to customer inquiries.
The Changing Role of Stationery and Future Challenges
The environment surrounding stationery has changed significantly over the past 30 years, hasn't it?
Izawa
There was a time when simply having products in stock would guarantee sales, but now the influence of social media is very significant. It is essential to provide visually appealing and interesting information.
Additionally, as the functionality of stationery has plateaued, I feel that stationery is shifting from being merely a "necessity" to a "luxury item" that enriches life.
What kind of store are you aiming to create in the next 10 years?
Izawa
In the future, we aim to create a "fun place that is worth visiting" through collaborations with local businesses and workshops that propose lifestyles, such as Bizen pottery, moss balls, and icing cookie making, without being limited to the category of stationery.
We also want to continue being a store where each staff member can naturally embody the Japanese spirit of thoughtful hospitality.
A Message to Readers
Finally, please share a message for those reading this article.
Izawa
Actually, I wasn't particularly interested in stationery from the beginning.
However, after joining Usagiya and handling various stationery items, I encountered things that I thought, "I really like this."
Using my favorite writing instruments, I simply do my work every day.
It's just that, but strangely, it lifts my spirits a little. While it doesn't dramatically change my daily life, it makes my usual time just 5% more enjoyable. I believe that feeling is the value of stationery.
Some people use stationery a lot every day, while others do not. However, because it is something close at hand, by using things that you love, you can cherish that time a little more.
I think that stationery, which enriches daily life just a little, is a form of "culture."
If you haven't visited the store for a while, please come and visit the current "Usagiya." You are sure to find something new.
Conclusion
The last thing I heard during the interview, "I wasn't particularly interested in stationery from the beginning," from Izawa left a strong impression on me.
While pursuing expertise, not forgetting the perspective of a consumer.
I believe that this attitude is the reason why KURABUN and Usagiya Kurashiki Store have been loved by the community for 30 years.
Towards the 31st year.
This story that began in Kurashiki will continue to deliver the joy of handling stationery and small thrills to our daily lives.
Articles about Usagiya
Data of Usagiya Kurashiki Store
| Name | Usagiya Kurashiki Store |
|---|---|
| Address | 508 Sasao, Kurashiki City, Okayama Prefecture |
| Contact | 086-421-8989 |
| Website | Usagiya |
