- Market
- France, Paris
- Channels
- Trade (B2B) and public (B2C)
- Timeline
- March – September 2026
- On the ground
- Six days
ARCELF wanted its first international launch to happen in France, both in front of trade buyers and in front of the public. We built both: a stand at Bijorhca Paris and an immersive pop-up store of the brand's own, and stayed alongside the founder at every step on the ground. This was a brand launch, and the start of Yukari's life as an entrepreneur, so we took it on with seriousness and rigour, and carried every part of it from A to Z. The ambition behind it: that a well-made launch abroad would also help the brand shine back home in Japan.
- Market Entry & Strategy
- Pop-up & Retail Setup
- Activation & PR
- Operations & Distribution
- E-commerce & Digital Growth
Project ambitions
- Launch the brand internationally, with France as its first market.
- Meet the trade: a presence at a professional fair, in front of buyers.
- Meet the public: a launch of its own, in a more open and personal setting.
What we did
Choosing the right fair
September gave us a window: an event before Fashion Week, but one that could also bend to what the brand actually needed. Bijorhca Paris, held alongside Who's Next, stood out as the right platform: a stand there put the brand in front of an audience devoted to jewellery, and to a certain kind of curation. We agreed on it with Yukari, then handled every exchange with the organisers and coordinated the booth, so the brand only had to arrive with its collection.
A pop-up that tells the brand, not just shows the products
For the public launch we wanted more than products on a table: a concept, an immersive space where visitors understand the brand before they reach the pieces. After several rounds with Yukari on the location, we steered her towards the Place des Vosges. For a jewellery brand the address carries a status of its own, and it makes an invitation feel like an occasion. The gallery we chose there matched exactly the atmosphere the brand wanted to create. We negotiated with the owners and coordinated the design, scenography and layout, down to the printed panels, working hand in hand with Yukari to take her launch as far as she wanted it to go.
Press and invitations
We brought in a local PR agency, chosen after comparing several proposals for the one that fit the brand best. Alongside it, we doubled down on our own outreach: the Japanese community in Paris, and micro-influencers who could naturally gravitate around the brand. The agency, Yukari and our team worked as one, to bring people into the room, and above all the right people, the ones who belong in the brand's world, so that the market's response would be as honest as possible.
Ready to sell abroad
We supported the brand throughout the development of its Shopify website. We did not build it, but we advised whenever a question came up. Before anything travelled, we digitised the line sheets, set the international prices, and worked out customs duties and shipping costs, and built the brand's whole B2B side into our own internal system. For the pop-up we set up Kapsul Pay: a simple QR checkout that made paying effortless, and let interested visitors join the brand's mailing list in the same gesture.
On the ground, before and during
Kapsul is based in Tokyo, with a small presence in Paris, and our founder is French, a Parisian who knows the city from the inside. With every client, his aim is the same: that everything goes smoothly. For Yukari, that meant being safe and comfortable, with everything working from day one, from transport cards and a local SIM to banking. We handled the ATA carnets so the collection could cross the border and come back. Beyond logistics, we made sure she could discover the city, meet French people, and test her ideas against theirs, to feel first-hand what the market and the people in it think of her work. At the fair we coordinated meetings with buyers, press and visitors; at the pop-up we helped with set-up, stayed on site as bilingual French and English support, and covered the photography.
What came of it
20+
Press, influencer and curator meetings
Across the fair and the pop-up
100+
People who met the brand
Over six days, at Bijorhca and the pop-up
First sales
To consumer abroad
The brand's first sale outside Japan
Confirmed
Universe, concept and vision
A genuine read from the market that lets the brand move forward with confidence
Credits & thanks
- Venue
- Sylvia Reil
- Confectionery
- Mr. Daiso
- PR
- Judith Karolinski
- Trade show
- Bijorhca team
- Photography
- Théo Josseron
And to everyone else who contributed.
Want to build something like what we did for ARCELF?
Get in touch with us directly.