This week, Ginza Tanaka in Shinsaibashi, Osaka – Japan’s equivalent of Tiffany’s – placed in their displays a 24-carat gold Christmas tree. Additionally decorated with 240 jewels of diamond baubles and strings of pearls, the tree weighs more than 21 kilograms and is worth 150 million yen (£1 million).
“Economic sentiment is sluggish,” said a store official, “But, at least in this store, we want people to feel a gorgeous atmosphere.”
It’s a beautiful example of aspirational marketing.
Ginza Tanaka has some amazing pieces available in gold, including gold tea sets and its own ‘Tanaka Kikinzoka’ gold plaques.
With over 115 years of history, Ginza Tanaka continues to release exclusive limited edition pieces that have the rest of the world in envy. In 2007 they released a swimsuit made completely out of 24-carat gold thread.
The main store is in Ginza, with branches in Shinjuku, Yokohama, Sendai, Nagoya, Shinsaibashi and Fukuoka.
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