AFFECT is a Japanese jewelry brand founded by Masashi Miyai, stylist Ayako Fukuda, and Kumi Saito in 2023 in collaboration with Lucky and Company, a jewelry manufacturer in Yamanashi Prefecture. Centered on necklaces, rings, earrings, and bracelets, the brand offers standard jewelry without limits on age, gender, or occasion. The brand name conveys the meaning of “influence”—acting on things or people’s hearts and bringing about change—and its concept is to influence someone’s heart, leave an impression, and move them. Drawing on the joint direction of two stylists and the planning and manufacturing of a Yamanashi-based maker, AFFECT proposes new standard jewelry centered on silver, pearls, and metal.
Concept
Standard jewelry without limits on age, gender, or occasion, based on the concept of influencing someone’s heart, leaving an impression, and moving them.