GRAVIE, a jewelry specialty store with 7 stores mainly in Kobe and established over 90 years ago, is rebranding to “GraVie”. On April 25th, the first Kanto store will open at Matsuzakaya Ueno.
Fukuya Co., Ltd. (Headquarters: Chuo-ku, Kobe City, President: Kunihiro Yamanaka) will be rebranding its jewelry select shop “GRAVIE”, which has been in business since 1966, as “GraVie”.
Gravi will change from GRAVIE to GraVie
Its roots date back to 1932, when a single craftsman opened a jewelry specialty store in Kobe. With the desire to “let people know about truly valuable jewelry,” the brand name was created to “color a life with grace,” a combination of the French words “gracieux” (grace) and “vie” (life).
At the 90th anniversary, we have renewed our brand concept:
“A Life of Grace with Jewelry”
GraVie is a select jewelry shop that offers jewelry not just as an accessory, but as a partner that adds color to your lifestyle.
By mixing carefully selected brands with GraVie’s own original designed jewelry, we offer simple and sophisticated styles for adult women.
Brand characteristics
1. Select Jewelry x GraVie Original
• We select popular international and domestic brands and offer them with GraVie’s unique aesthetic sense.
• We also offer GraVie original jewelry, providing a special feeling that cannot be found anywhere else.
We also carry jewelry from our sister brand, Sirena Azzurro.
2. “Scene-less, gender-less” jewelry
• Carefully selected designs that can be used seamlessly from everyday to special occasions.
• We propose a free style that is not bound by gender.
3. Jewelry with a story
• Selections that focus on the maker’s thoughts and the background of the materials.
•Collaborate with brands that value sustainability and craftsmanship.
4. A fusion of luxury and casualness. Made from high-quality materials, the design is easy to wear on an everyday basis.
• We propose a style that allows you to freely mix high jewellery and everyday jewellery.
“Jewelry, more freedom, more like you”
GraVie is an unprecedented jewelry select shop that harmonizes carefully selected select jewelry and original jewelry. Designs that can be enjoyed in any situation, masterpieces that tell the story of the maker, and an exquisite balance between luxury and casual.
Find a special piece of jewelry that fits your lifestyle.
GraVie Matsuzakaya Ueno store opens on April 25th
We will be holding an opening event for the new store.
▼Dates: Friday, April 25th to Tuesday, May 6th, 2025
▼Location: 3-29-5 Ueno, Taito-ku, Tokyo 110-8503
Matsuzakaya Ueno store, 1st floor accessories section
★For a limited time only, customers who spend 11,000 yen or more (tax included) will receive a free eco bag with the GraVie original logo (first 100 people, while supplies last)
We will also be selling panda mascot keychains with medal tags featuring the logo commemorating the opening of our Ueno store, as well as original jewelry boxes.
▼GraVie official Instagram
https://www.instagram.com/gravie_official/
Store list
https://fukuyacorp.co.jp/shop
▼Contact Information
Fukuya Co., Ltd. (10:00-18:00 / Closed on Sundays and public holidays)
TEL: 078-321-1505
